The OOH Advertising in the Balkans - Rules and Future Development

By

Acknowledgement

My thanks go out to all who have helped me complete this study and with whom this project may have not been possible. In particular, my gratitude goes out to friends, facilitator and family for extensive and helpful comments on early drafts. I am also deeply indebted to the authors who have shared my interest and preceded me. Their works provided me with a host of information to learn from and build upon, also served as examples to emulate.

Abstract

Marketing mix is the nub of marketing. Marketing mix comprises of four Ps that includes the elements of product, price, place and promotion. Promotion is one of the most intriguing phenomenon of the marketing. The promotional instruments that are used widely by marketers include traditional advertising in newspaper, television, radio and outdoor advertising. Outdoor advertising is one of the important classifications of the advertising. Practicing outdoor advertising is not so simple. There are rules and regulations that are important to follow while undertaking outdoor advertising practices. Different countries have different rules and regulations for outdoor advertisement. The aim of this research is to explore rules of outdoor advertisement in Balkans and ways through which future can be improved for outdoor advertisement in Balkans. The research takes into consideration the options through which effective advertisement can be developed related to outdoor advertising in Balkans. Four research questions are developed that aim to reveal the currently prevailed outdoor advertising rules in Balkans, and explore outdoor advertising rules in Australia, Japan and Europe in order to develop an understanding of those elements that are effective and may contribute to the overall success of outdoor advertising in Balkans. The fieldwork for this study comprises interviews with 12 managers of outdoor advertising agencies in the Balkans and, additionally, desk research to determine the key principles and rules for outdoor advertising in Japan, Australia and Europe. The main findings of this study show that in Balkans states the function of marketing is not so popular and developed. In other words, it can be stated that marketing is a nascent industry. It is revealed through the research that rules and regulations related to the outdoor advertisement which is one of the most important function of the marketing mix are not developed and there are no regulatory frameworks in Balkans states. There is an immense need to make efforts to give rise to this activity of outdoor advertisement. As compared to the Balkans, outdoor advertising is practice by following proper rules and regulations in Australia, Japan and Europe.

ACKNOWLEDGEMENTII

ABSTRACTIII

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CHAPTER ONE: INTRODUCTION1

1.0 Chapter Introduction1

1.1 Background1

1.2 Aims and Objectives4

1.3 Research Questions5

1.4 Significance of Study5

1.5 Structure of the Dissertation7

2.1 Marketing Mix8

2.2 Marketing Mix and Advertising9

2.4 Out of Home Advertisement10

2.5 Why Out of Home Advertisement?12

2.6 Advantages of Out of Home Advertisement12

2.6.1 Comparison of Advantages and Disadvantages of Out of Home Advertisement12

2.7 Rules and Regulation to Control Out of Home Advertising17

2.8 Rules and Regulation to Control Out of Home Advertising in Different ...