A Qualitative Analysis of the State of Billboard Advertising Industry in Malaysia
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Abstract
The Malaysia out-of-home industry faces challenges from the lack of regulations by local state councils and increase in illegal billboards. This research focuses on traditional static billboards, the least researched and discussed advertising medium in Malaysia. The researcher was guided by two theoretical frameworks--media richness theory and hierarchy of effects model. The researcher took a different perspective to deploy only qualitative methods for this research--focus group discussion and in-depth interviews. Findings reveal that there are additional challenges faced by outdoor industry stakeholders in Malaysia. The lack of regulations by the local government has led to other repercussions and irregularities among industry players.
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