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A Qualitative Analysis of the State of Billboard Advertising Industry in Malaysia |
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| รหัสดีโอไอ | |
| Creator | Wong Lee Sa |
| Title | A Qualitative Analysis of the State of Billboard Advertising Industry in Malaysia |
| Publisher | Chulalongkorn University |
| Publication Year | 2565 |
| Journal Title | Communication and Media in Asia Pacific |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 33-45 |
| Keyword | Out-of-home media, Billboard, Media Planning, Media Owner, Malaysia |
| URL Website | https://so01.tci-thaijo.org/index.php/CMAP |
| Website title | Communication and Media in Asia Pacific |
| ISSN | 2697-4428 (Print); 2630-0621 (Online) |
| Abstract | The Malaysia out-of-home industry faces challenges from the lack ofregulations by local state councils and increase in illegal billboards. Thisresearch focuses on traditional static billboards, the least researched anddiscussed advertising medium in Malaysia. The researcher was guided bytwo theoretical frameworks--media richness theory and hierarchy ofeffects model. The researcher took a different perspective to deploy onlyqualitative methods for this research--focus group discussion and indepthinterviews. Findings reveal that there are additional challengesfaced by outdoor industry stakeholders in Malaysia. The lack ofregulations by the local government has led to other repercussions andirregularities among industry players. |
