S9.P1 - TOPIC 10 Marketing Communication

S9.P1 - TOPIC 10 Marketing Communication
10 Marketing Communication  
LEARNING OUTCOMES  
By the end of this topic, you should be able to:   1.   Define the concept of integrated marketing communications (IMC)            and discuss its benefits and challenges;   2.   Identify  marketing   communication    tools  and  how  each  one            contributes to IMC;   3.   Discuss how to develop a campaign for IMC; and   4.   Analyse how to evaluate an IMC programme.   INTRODUCTION   Integrated  marketing  communication    is  a  way  of  looking  at  the  whole  marketing process from the viewpoint of the customer. Kotler and Keller (2009)
  The information revolution has led to consumers being exposed to many types of  communications,   and   has  impacted   the   way   marketers   communicate   with   the  consumers.    The  audiences  that  marketers  seek,  as  well  as  the  media  and  strategies for reaching them, have become increasingly fragmented. Advertising  and   promotional   efforts  have  become  more  targeted  to  specific  audiences.  Marketers expect their promotional dollars to generate immediate sales and are  demanding more accountability from their agencies.  
Many companies are   coordinating   all their communications efforts so that they  can    send   cohesive   messages     to  their  customers.    With   the  extent   of  Internet  communication   and   the   rapid   growth   of  the   online   audience,   many   companies  are building brands with more use of digital and online media. Many advertising  agencies     have   involved     themselves   with    sales   promotion,     direct-marketing,  public relations companies and interactive agencies to better serve their clients  marketing communications needs.   The objectives of this topic is to appreciate the meaning of Integrated Marketing  Communications (IMC) and its vital tools which an efficient marketer can use in  order to strategically position his or her products very well in the ever dynamic  and competitive market. This topic will also give a comprehensive analysis of the  steps involved in developing an effective IMC programme.          

ACTIVITY 10.1           Explain   the   following   job   description   assigned   by   a   company   for   the          post of Integrated Marketing Manager:           Integrated   Marketing   Managers   are  responsible   for   helping   develop,          implement      and   measure     strategic  integrated    marketing     campaigns.          They   research   industry   trends,   social   media   or   engagement   tools   and          use them within targeted IMC campaigns. They utilise public relations,          advertising, brand management and design together to form a cohesive          marketing communications campaign.    

10.1          CONCEPTUAL DEFINITION  
Based on the examination of current literature on IMC, one of the most updated  definitions     for  integrated    marketing    communication         which    is  believed    to  embrace the essence and inherent distinctive elements of the IMC concept is by  Kliatchko     (2005):  „IMC    is  the  concept   and   process   of  strategically  managing  audience-focused,       channel-centred      and   results-driven     brand    communication  programmes over time‰.   There are four basic elements in this definition:   (a)    IMC is both a concept and a process;   (b)    IMC   requires   the   knowledge   and   skills  of   strategic   thinking   and   business         management;
(c)    IMC   is   based   on  three   essential  elements   or   pillars   audience-focused,         channel-centred and results-driven; and   (d)    IMC involves an expanded view of brand communications.   The first formal definition of IMC was developed at Northwestern University in  1989 and was used in a survey of major advertisers and advertising agencies in  the US, jointly sponsored by the American Association of Advertising Agencies  (4As), and the Association of National Advertisers.   A review of the literature indicates that this definition has been the most widely  used   and   the   most   often   cited   by   academics   and   practitioners.   This   definition  states that IMC is:     „A concept of marketing communications planning that recognises the added    value of a comprehensive plan that evaluates the strategic roles of a variety of    communication         disciplines    general       advertising,    direct   response,    sales    promotion, and public   relations  and combines these disciplines to provide    clarity, consistency, and maximum communication impact‰.   This definition stresses the need for a marketing communications with a unified  and synergistic plan that uses multiple tools of marketing communications. This  is different from traditional advertising, as IMC:   (a)    Capitalises on the strengths of each element in order to achieve maximum         communication impact;   (b)    Highlights the importance of having one communication strategy or plan as         the   unifying    element   and   the   integrative   factor  of  the  various    tools  or         disciplines employed; and   (c)    Stresses the importance of achieving greater synergy that would otherwise         be   absent   if   the   tools   were   to   be  used   independently   without   supporting         and reinforcing one another;   According      to  Kitchen,    Brignell,  Tao   and    Jones   (2004)  IMC    must    show    five  significant features. These features are:   (a)    The    main     objective    of  IMC     is  to  affect   behaviour      through     direct         communication;   (b)    The    process    starts   with   the   customer     or   prospect    and    then   works         backwards to the brand communicator;
(c)   IMC   should   use   all   forms   of   communications   and   all   sources   of   brand   or         company contacts as prospects message delivery channels;    (d)   The need for synergy is paramount with coordination helping to achieve a         strong brand image; and    (e)   IMC   requires   that   successful   marketing   communication   needs   to   build   a         relationship between the brand and the customer.   The integration in IMC covers all areas and elements as shown in Figure 10.1:                     Figure 10.1: Areas and elements of the Integration in IMC   Now, let us discuss the areas and elements one by one.    (a)   Horizontal Integration          This   occurs   across   the   marketing   mix   and   across   business   functions  ? for         example  ? production,   finance,   distribution   and   communications   should         work     together    and   the   people   involved     should    be  conscious     that  their         decisions and actions send messages to customers.    (b)   Vertical Integration          Marketing   and   communications   objectives   must   support   the   higher   level         corporate   objectives   and   corporate   missions.   Check   out   the   Hall   Of   Fame         later for more about missions.              
(c)    Internal Integration          This requires internal marketing which means keeping all members of staff         informed     and    motivated     about   any   new    developments       such   as  new         advertising    campaigns,     new    corporate  identities,   new   service   standards,         new strategic partners and so on.   (d)    External Integration          This integration requires external partners such as advertising agencies, PR         agencies,    or  event   management       companies     to  work   closely   together   to         deliver a   single seamless   solution   which means   a cohesive   and   integrated         message.  

10.2           IMC TOOLS  
Next,   the   communication   tools   are   examined   briefly.   It   is   commonly   indicated  that there are numerous different communication tools available to a   marketer.  The tools include the following:   (a)    Advertising;   (b)    Sales promotion;   (c)    Direct marketing;   (d)    Personal selling;   (e)    Public relations;   (f)    Sponsorship;   (g)    Exhibitions;   (h)    Packaging;   (i)    Point-of-sale and merchandising;   (j)    Word of mouth;   (k)    Corporate identity; and   (l)    Website.

The wide range of marketing communication tools as listed earlier as well as  the   range   of   messages   and   audiences   make   it   imperative   for   companies   to  move towards the IMC approach in an effort to ensure clarity and credibility of  messages,       consistency     and   competitiveness.       Some    of   the  main     tools  are  explained here:    (a)   Advertising          The role of advertising in the communication mix is to inform, remind or         persuade present or potential customers of the presence of a product. With         simple   messages,   advertising   can   reach   huge   audiences   although   the   cost         may be high. It can also communicate with specific audiences.    (b)   Sales Promotion          This tool is used through contests, premium offers, free goods and services,         demonstrations,   displays   or   incentives.   It   is   used   to   accelerate   short-term         sales    by  building    brand    awareness     and   encouraging      repeat   buying.    All         these   tactics   are   intended   to   achieve  exposure   for   the   promoted   product.         Some   may   offer   the   target   audience   an  incentive   to   respond   actively.   The         International      Chamber      of  Commerce      (ICC)    defines    sales  promotion      as:         „Marketing   devices   and   techniques   which   are   used   to   make   goods   and         services   more   attractive   by   providing  some   additional   benefit,   whether   in         cash or in kind, or the expectation of such a benefit‰.           According   to   Kempf   and   Smith   (1998)   there   are   three   main   categories   of         sales promotion:          (i)    Customer   promotions   (premiums,   gifts,   prizes   and   competitions,   for                example, on the back of breakfast cereal boxes);          (ii)   Trade     promotions      (special   terms,  point-of-sale materials and free                pens, diaries, competition prizes, etc.); and          (iii)  Sales force promotions (incentive and motivation schemes).           Other promotional items include premium offers of all kinds, reduced         prices and free offers, the distribution of trading stamps, vouchers and         samples, charity-linked promotions and prize promotions of all types,         including incentive programmes.    (c)   Direct Marketing          This    is  the   method     of   selling   directly   to   the   end    buyer    from    the         manufacturer        with   no middle      man    or  intermediary     involved.    This   tool         utilises   e-mail,   mail   order,   catalogues,    direct-mail     shot,   direct-response         advertising,      door-to-door       selling,  mail     drop,    telemarketing      and    fax messages. It encourages direct responses to radio and television, in order to         reach    targeted    audiences     to  increase    sales  and    test  new    products     and         alternate marketing tactics.           Direct marketing techniques according to Olander and Sehlin (2000) can be         used to move buyers through various stages of the buying process. This is         to   get   buyers   to   visit   an   exhibition,  call   into   a   showroom   for   a   test   drive,         establish contact, etc. Direct marketing should be used on a more strategic         basis by integrating it with other marketing communication tools and in the         longer term by developing a database.           Direct   marketing    also   includes   computerised   home   shopping   (link   home         computer   with   a   store   so   that   one   can   browse   around   the   aisles,   pick   up         merchandise,       inspect    it  by   turning   it   around     on   screen,    etc.),  home         shopping networks, and miscellaneous items which include stuffers, inserts         and leaflets for house-to-house distribution.   (d)    Personal Selling          Personal selling is the sellerÊs oral face-to-face communication with one or         more   potential   customers   with   the   intention   of   closing   a   deal.   It   is   also   a         promotion via a sales pitch by a sales representative to a potential customer         or   by   a   retail   assistant   to   a   customer.   While   selling   itself   embraces   both         personal and impersonal communication, personal selling focuses on face-         to-face personal communication.           One    of  the  skills   used   in  personal     selling   is  salesmanship,      an   art  of         successfully   persuading   customers   to  buy   products   from   which   they   can         derive    suitable   benefits.   Thus,    personal    selling  is  a  communication        tool         while salesmanship is a skill largely used to implement the personal selling         effort. Personal selling may include the following:          (i)    Face-to-face sales meetings;          (ii)   Telephone sales calls;          (iii)  Video conferencing;          (iv)   Trade shows;          (v)    Exhibitions;          (vi)   Conferences;          (vii)  Seminars; and          (viii) Word of mouth.  

The      many      types    of   personal      selling   jobs    include     sales    people,     sales  representatives,       account     executives,    agents    etc.  In   the  integrated     marketing  communication,   personal   selling   involves  communication   between   sales   people  and   individual   customers   whether   face   to  face   or   by   other   means.   It   enhances  advertising       in  complex      selling   situations     because     it  develops     relationship  marketing   which   is   the   process   of   creating,   maintaining   and   enhancing   strong  relationships with customers.            

ACTIVITY 10.2          
Personal selling has several advantages and disadvantages. Explain the          following points on advantages and disadvantages of personal selling.           Advantages:           (a)    Direct access to customers on a planned basis.           (b)    Control over presentations and approaches.           (c)    Increase      in  the   number      of   employees      that,   if  the   situation                 warrants, can be rotated into other assignments.           (d)    A   degree   of   accountability   of   the    funds   that   are   spent   on  this                 activity.           (e)    Salespeople   can   report   directly   back   on   the   success   or   failure   of                 their efforts.           Disadvantages:           (a)    A     lengthy     process    to   recruit   and    train   individuals,      and    a                 possibility of loss of control of some aspects of the marketing mix.           (b)    If there is a need to lower the marketing effort, reducing the sales                 force is a painful process.

(e)    Public Relations          Public    relations     is  the    development        of   and    maintenance        of   good         relationship      with   different    publics   which     include    employees,      investors,         suppliers,     customers,      distributors,     legislators,   regulators,     governments,         pressure   groups,   the   community,   the  media   and   even   competition.   This         IMC     tool   is  initiated  through     public   appearances,       press   releases,   event         sponsorships,   publicity   events,   speaking   engagements,   video   and   audio         news releases, newsletters, blogs, social media, press kits and other forms         of    communication.        The    objective    is  to   build    trust   and    goodwill     by         presenting   the   product,   company   or   person   in   a   positive   light.   Positive         publicity is dependent primarily on good media relations.   (f)    Sponsorship          Sponsorship   has   been   defined   as   the   provision   of   resources   by   a   sponsor         directly   to   an   individual   or   organisation   (sponsee),   to   enable   the   latter   to         pursue   some   activities   in   return   for benefits   contemplated   in   terms   of   the         sponsorÊs   promotion   strategy.   The   benefits   of   sponsorship   which   is   often         cited    are   awareness      and    image     building     of  the   brand,     product,    and         company.        Sponsorship       increasingly     provides       organisations       with    the         opportunity       to  reach    their  target   audiences     in  a  manner      that  facilitates         engagement and encourages relationship development.           Sponsorship   is   facilitated   through   event   or   activities   such   as   community         projects,   social   responsibility   campaigns,   sports   events,   music   concerts   or         cultural    programmes.        The   expectation      is  to  get  secondary     exposure     via         attribution to the sponsor during media coverage.   (g)    Website         The   website   is   something   of   a   mix   between   direct   selling   and   advertising         where      it  can   engage     in   a  dialogue    as    well   is  designed      to  generate         awareness, explain and demonstrate the product and provide information.         The   integration   of   the   website   with  other   traditional   marketing   media   is         very   important   to   the   success   of   the  website   itself.   The   presence   of   the         Internet     addresses     on   printed     materials    projects    a  modern,      up-to-date         image      for  a  company       but   the  site  must    be   continually     promoted      and         updated.

Table 10.1 explains the main applications and specification of IMC tools.  

Table 10.1: Main Applications and Specification of IMC Tools               IMC Tools                Applications                     Specification           Advertising           Non-personal                    Brand awareness                                One-way                         Brand image                                Paid                            Encourages a response           Sales promotion       Short term                      Facilitate the buying                                Encourages an immediate           decision                                  response           Direct marketing      Direct and two-way              Enabling dialogue with                                Data based                        customer                                Using wide range of             Product and services                                  media                           customisation           Personal selling      Face-to-face                    Dominant tool for B2B and                                  communication                   special products in B2C                                The most effective and          Brand message                                  expensive MC                    personalisation           Public relations      Create and control brand        Formal channel of                                  news                            communication with                                No media spending                 society specially in crisis                                The most credible MC              management                                                                Reinforcement and                                                                  modification of brand                                                                  image           Packaging             Containing product              Brand identity                                  information                     reinforcement                                Free medium                     Delivering the last brand                                                                  message           Events and            Create, sponsor or              Active involvement of          sponsorship             participate in celebration,     customers                                  contests and trade fairs      Brand public                                                                  announcement and                                                                  reinforcement           Customer service      Managing brand-customer         Customer retention                                  interactive relationship      Customer satisfaction                                CompanyÊs attitude and                                  behaviour toward                                  customer        Source: Ekhlassi, A., Maghsoodi, V., &  Mehrmanesh, S. (2012). Determining the  integrated marketing communication tools for different stages of customer relationship in      digital era. International Journal of Information and Electronics Engineering,  2(5),                                            761765

10.3   1.     Collect a weekÊs worth of direct mail that comes to your mailbox.         Analyse   how   personalised   it   is.  Prepare   an   oral   presentation   to         your class that sets up a continuum of personalisation for your set         of   direct  mail   pieces.   In  other  words,    which    one   is  the  most         personalised,     which    one   is  the least   personalised,     and   where         would you put the other pieces in between?   2.     Take several issues of a magazine or newspaper and take all of the         direct    response    advertisements       and   separate    them    into   two         categories:          (a)    First,   one   that   represents   good  examples   of   direct   response                messages.          (b)    Second, one that you consider to be weaker.          Write an analysis of each group of these ads, explaining how the         good ones differ from the weaker ones.   3.     Find    the  websites    of  three  companies     (get  the   addresses    from         product      packages     and    in   brand    messages).      Contact    these         companies      with    an  inquiry    or  complaint     using   the   response         instructions on each of their websites and keep track of:          (a)    How long it takes each company to respond?          (b)    Rate   each   response    on   how    personal   it  is  (was  response               personalised or a stock message?).          (c)    Record to what extent your question was answered or your                complaint addressed.          (d)    Record    to  what    extent  company      made    an  effort  find   out                more about you.

SELF-CHECK 10.1          
Indicate whether the following statement is right or wrong concerning          IMC.                                            Statement                                        Yes or No              
Vertical integration requires a marketing information system to               collect and share relevant data across different departments.               IMC      avoids   duplications    and   takes  advantage     of  synergy               among      promotional    tools   and   develop   more    efficient  and               effective marketing communications.               External integration requires the keeping of all staff informed               and    motivated     about   any    new    developments      from   new               advertisements,      to  new    corporate    identities,  new    service               standards, new strategic partners and so on.               Internal integration requires external partners to work closely               together to deliver a cohesive and integrated message.               In IMC, personal selling plays the role of the interpersonal arm;               it   involves     communication       between     sales   people     and               individual customers.               IMC highlights the importance of having many communication               strategies   or   plan   as   the   unifying   element   and   the   integrative               factor of the various tools or disciplines employed.               IMC stresses the importance of achieving greater synergy that               would otherwise be absent if the tools were to be used               independently without supporting     and    reinforcing    one               another.

10.3          ADVANTAGES AND CHALLENGES   As   the   strategic   coordination   of   marketing   communication   mix   elements   is   to  afford     an   organisation     a   clear,   consistent,    impactful     and    result-driven  communications about its brand and corporate image in the eyes of its customers  and other stakeholders, integrated marketing communication has its advantages  and disadvantages. Some of the main points are indicated in the next subtopic.   10.3.1           Advantages   The following are some advantages of integrated marketing communications or  IMC:   (a)    The   strategic   integration   of   the   various   communication   functions   would         avoid duplications and take advantage of synergy among promotional tools         and develop more efficient and effective marketing communications.   (b)    By   stretching   messages   across   several   communications   tools,   IMC   creates         more avenues for customers to become aware, aroused, and ultimately, to         make a purchase.   (c)    IMC   also   makes   messages   more   consistent   and   therefore   more   credible.         This   reduces   risk   in   the   mind   of  the   buyer   which,   in   turn,   shortens   the         search process and helps to dictate the outcome of brand comparisons.   (d)    A unified message has more impact than a disjointed myriad of messages.         In a busy world, a consistent, consolidated and clear message has a better         chance   to   compete   with   a   hundred   commercial   messages   which   bombard         customers every day.   (e)    Carefully    linked   messages     help   buyers   move     comfortably     through    the         stages    of  their  buying    process    by  giving    timely    reminders,    updated         information and special offers.   (f)    Consistent   images   and   relevant,   useful,   messages   help   nurture   long-term         relationships     with   customers.     Here,    customer     databases    can   identify         precisely   which   customers   need   what  information   when   throughout   their         whole buying life.                        
(g)   IMC saves money as it eliminates duplication in areas such as graphics and         photography        since   they    can   be   shared    and   used    in  say,   advertising,         exhibitions and sales literature. Agency fees are reduced by using a single         agency   for   all   communications.   When  there   are   several   agencies,   time   is         saved when meetings bring all the agencies together  for briefings, creative         sessions, tactical or strategic planning.    10.3.2           Challenges   Despite   its   many   benefits,   integrated  marketing   communications,   or   IMC,   has  certain     limitations    and    challenges.    Several    factors    have    been   identified    as  challenges   of   the   integration   process, both   of   internal   and   external   nature.   The  internal factors include the lack of management understanding of the benefits of  IMC,   the   present   organisational   structure,   the   battle   between   departments   for  supremacy, the fear of budget and staff reduction and lack of expertise in IMC.   Some of the challenges are explained briefly here:    (a)   Practitioners      and    academics      have    noted     the   difficulty   of   effectively         implementing         IMC.    Defining     exactly    what    IMC     is  has   already    been         difficult.     For    example,      merely     coordinating      messages       so   that    all         promotional   efforts   speak   in   unity   and   harmony   do   not   fully   capture   the         meaning of IMC.    (b)   Changing        the   organisation     to   accommodate        the   integrated     approach         challenges   the   control   structure   of   organisations.   Some   structures   isolate         managers,       communications        and   data   from   each    other,  for  example,     the         separation   of   the   corporate   communication,   marketing,   sales   and   public         relations departments.    (c)   IMC may restrict creativity to fit into the overall marketing communications         strategy. The joy of creativity may be stifled and the creative challenge may         be greater but may ultimately be more satisfying when operating within an         integrated creative brief.    (d)   Different   time   horizons   need   to   be   addressed.   Time   horizon   is  estimated         length   of   time   for   a   campaign   or   plan  to   complete.   For   example,   a   longer         term campaign to nurture the brand may conflict with a shorter term sales         promotions campaign to boost quarterly sales. The two objectives must be         accommodated within an overall IMC plan.
(e)   The lack of expertise in the IMC discipline due to the tradition or practice in        single   discipline   agencies.   There   appear  to   be   very   few   people   who   have        real experience of all the marketing  communications disciplines. This lack        of know-how is then compounded by a lack of commitment.          

ACTIVITY 10.4          List of IMC Tools:          (a)    Advertising;          (b)    Personal Selling;          (c)    Internet advertising;          (d)    Brochures;          (e)    Direct mail;          (f)    Coupons (with special offers);          (g)    In-store displays;          (h)    Telemarketing (phone);          (i)    Local letterbox drops; and          (j)    Discounts or sales promotions.          Questions:         Using the list give, select the most appropriate IMC mix for:          (a)    A new hairdresser in a busy shopping mall.          (b)    A large firm introducing a new line of cereals.          (c)    A charity launching its national campaign.          (d)    A multinational 5-star hotel on the beach, starting to offer business                conference services.          (e)    A budget airline company offering free tickets to families during          school long holidays.

ACTIVITY 10.5           Answer   the   following   questions   after   reading   the   text   given   which   is          adapted from Print Power, at http://www.printpower.eu.           An   effective   marketing   campaign   works   best   when   print   is   used   with          other     media     as   one   element     of   an   integrated     solution.    Adding          magazines        to  a   mix    of   television    and    Internet    increases    brand          favourability by 44 per cent and purchase intention by 15 per cent. The          combination of online and newspapers also increases effectiveness, with          brand   engagement   26   per   cent   higher   than   using   just   print   or   online          media.   Print   media   can   now   offer   quick   and   simple   ways   to   access          digital    content     using   „bridging      technologies‰      such   as   QR    codes,          Augmented   Reality   and   near-field   communication.   These   innovations          form a bridge between print media and a brandÊs online space, inviting          consumer reaction, feedback and purchase, all via a smartphone. Such          innovations       increase    the   effectiveness     of  print   media,     as  well   as          enhances the consumer experience.           Newspapers         are  still  the  number      one   medium      for  shaping     public          opinion. Their credibility, knowledge, values and information-gathering          skills remain a formidable force on the high street, and with titles now          separated   into   sections   with   more   lifestyle   content,   their   potential   for          brands     has   increased     further    online     and   offline.   Add    Print,  Add          Power,   has   never   been   so   apt.   But   the   success   of   newspapers   largely          boils down to a single truth: they are effective in shaping opinion. They          possess   a   large   amount   of   power   when   it   comes   to   public   perception.          Used well, that power can completely transform your brand.           Questions:           (a)    How       would     you    explain    the   research     finding    that   adding                 magazines       to  a  mix   of  television   and    Internet   increases    brand                 favourability by 44 per cent and purchase intention by 15 per cent?           (b)    How   would   you   elaborate   the   finding   that   the   combination   of                 online     and     newspapers       increases     effectiveness,    with     brand                 engagement 26 per cent higher than using just print or online?           (c)    What do you understand by „bridging technologies‰?           (d)    Identify     and    discuss    the   reasons    for   the   significant    role  of                 newspaper as a communication tool.  

10.4           DEVELOPING IMC PROGRAMME   In order to achieve better results from the use of IMC, the following guide may  be used and taken into consideration when designing the message.   Let    us  examine     the   steps  involved     in  developing     an   IMC    programme       or  campaign.   (a)    Identify the Target Audience          The   marketing   communicator   must   have   a   clear   target   audience   in   mind.         The   audience   may   be   potential   buyers   or   current   users;   those   who   make         buying decisions or those who influence it.   (b)    Specify Communication Objectives          After the target audience is identified, a decision must be reached on what         the   communication      should   accomplish.   Marketers   must   know   where   the         target audience now stands and what AIDA stage it needs to be moved to.         The   purpose   of   marketing   communication   is   to   move   the   customer   along         these stages and ultimately to achieve final purchase.   (c)    Set the Budget          Determining the ideal amount for the budget is difficult because there is no         precise   way   to   measure   the   exact   results   of   spending   promotion   dollars.         However, several methods can be used to set the promotion budget such as         percentage     of   sales  budgeting,     comparative     parity,   objective   and    task         budgeting, and all-you-can-afford budgeting.   (d)    Select the Right Promotional Tools          The combination of the five basic IMC tools, advertising, personal selling,         sales promotion, public relations and direct marketing can be specified. An         analytical    approach     and    experience   are    important     to  make    the   right         decision.   Many   factors   provide   direction   for   selection   of   the   appropriate         mix.   (e)    Schedule the Campaign          Determine     the   most   effective   timing    of  the  campaign.     The    campaign         schedule     describes    the   order    in  which     each   communication        tool  is         introduced and the frequency of its use during the campaign.  
Choosing       the   correct    marketing     communications        tools   for   a  particular  promotional      task   is  largely  influenced   by   a  number     of  factors  such   as  the  following:   (a)    Business missions;   (b)    Business objectives;   (c)    Marketing objectives; and   (d)    Promotional objectives.   However, in todayÊs marketing communication world, computers can carry out  matching       consumer      characteristics   with     media     databases     very    rapidly.  Promotional budgets can also be evaluated for a variety of different mixes.   Generally, a media mix includes radio, television, print and online channels. The  media     mix   is  the  total  amount   of  marketing    communication       that  an  agency,  marketing communication company or media buyer has budgeted for a specific  communication        strategy   and    media    plan.  Media    mix    refers  to  the  various  advertising channels through which a company communicates with its audience  in   order   to  fulfil  a  campaign   as  outlined   in  the  media    plan.  For   any  given  communication         campaign,     the   best  media      mix   depends      greatly   on   the  demographics of the target market.     10.5          MONITORING, EVALUATION AND                  CONTROL   It   is  vital  for  firms  to  determine    how     well  the   marketing     communication  programme   meets   the   objectives;   how  and   why   the   promotion   programme   is  performing;   if   there   are   deviations   from  the   plans   or   whether   there   is   need   for  modification.   Monitoring,      evaluation    and   control   is designed     to  provide    managers      with  continued feedback concerning the effectiveness of the promotional programme.  This feedback can be used as input into the planning process.                    

The integrated marketing communication model portrays the development of a  marketing   programme   which   requires   an   in-depth   analysis   of   the   market.   This  analysis     may    make     extensive    use   of  marketing      research    as  an   input    which  provides   the   basis   for   the   development   of   marketing   strategies.   As   this   plan  serves   as   the   guide   to   follow   in   achieving   marketing   goals,   each   of   the   steps  requires a detailed analysis. When the detailed analysis has been completed and  objectives have been established, each of the marketing mixes must contribute to  a comprehensive integrated marketing programme.   Table 10.2 indicates programme elements that can be measured and correlated to  tactical and strategic goals.                    

Table 10.2: Measuring IMC        
IMC Component                                    
Elements to Measure  
Marketing                      
Message reach and adoption, brand awareness or recall.   communication  
Public relations              
Media     coverage    analysis,   advertising    value   equivalents,  impressions      (or  exposures)     by  media     type,  tonality   of  coverage,   influence   of   spokespeople,   prominence   of   brand vs. competitors.    Marketing or sales              Response   rates,    number    of   inquiries,  number   of  qualified   promotion: Advertising,         leads   from    respondents,    customer    acquisition   costs  (total   events, direct mail,            number   of   new   customers   or   marketing   costs),   increase   in   e-mail marketing                average sales price.    Employee  Employee surveys,    sales    of  companies products     to   communication  employees, recommendations to friends and family.    Source: Woods, J. A. (2014), Measuring integrated marketing communication from start                   to finish. JW Bulletin . Retrieved from http://www.iabc.com

ACTIVITY 10.6          
Read the cases given and answer the subsequent questions. Choose just          one   case   and   brainstorm   in   your   group   a   good   advertising   strategy          (creative and media) and look also at the bigger picture and determine          how the other components of the  marketing communications mix will          be useful in finding a solution for the case that you have chosen.           The Case          High Five bread was once a very popular bakery brand but it has fallen          due to a certain incident. The factory at Nilai was raided and the Health          Ministry   team   issued   a   warning   to  the   operator   for   operating   under          unhygienic   conditions   under   Section   11   of   the   Food   Act   1983.   It   was          also   found    to  be  employing      illegal  workers    and   using   cooking    oil          without a halal certification. The raid at Stanson Bakery Sdn Bhd, which          produces the High Five bread, revealed that the factory floor was dirty,          some workers were found working without gloves or aprons, while the          factory was badly-lit and poorly-ventilated. The factory's management          volunteered to close down for two weeks after the raid. The brand has          not   received   any   meaningful   marketing   communications   support   for          several years.           The Task          The task is to reintroduce the brand to the market and get it into the top          bakery in Malaysia. When preparing a case solution it is expected that          you   conduct   additional   secondary   research.   Good   factual   information          will enhance the quality of the analysis and the recommendation. Here          is a guideline for your discussion and oral or written report.           The Guide          Follow this guide to engage in your discussion.           (a)    Identifying Problem                 Identify   the   problem,   not   symptoms,   in   a   clear,   concise   manner.                 Do    not  state  the   problem    as   choosing    between     a  number     of                 alternative    strategies.    The   problem     should     pose   a   question                 searching for a solution.           (b)    Situation Analysis                 Conduct SWOT analysis. Typically, strengths and weaknesses are                 internal in nature while opportunities and threats are external in                 nature.                   (c)    Alternatives          Identify   a   series   of   alternatives   that   could   resolve   the   problem.         Make     sure    that  issues    such  as    segmentation      and    targeting,         positioning,     and    the  pros    and   cons    of  each    alternative    are         discussed.   (d)    Recommendation          Make   a   specific   recommendation   to   resolve   the   problem.   Proper        justification   must   accompany   the   recommendation   and   company         objectives, marketing objectives, and the resources of the company         must be considered.   (e)    Summary Plan          Being   concise   as   possible   while   providing   proper   detail   on   the         various   components   of   the   marketing   communications   mix   you         are recommending, provide details about the following:          (i)    Marketing objectives;          (ii)  Marketing communications objectives;          (iii)  Target market profile;          (iv)   Positioning strategy statement;          (v)   Marketing communications mix;          (vi)   Timeline for activities; and          (vii)  Budget allocation for recommended activities.                                        Source: Adapted from Course Hero (n.d.)  The       objective   of  this  topic   is  to appreciate    the   meaning     of  Integrated       Marketing      Communications       (IMC)    and   its  vital  tools  which   an   efficient       marketer can use in order to strategically position its products in the dynamic       and competitive market. This topic also gives a comprehensive analysis of the       steps involved in developing an effective IMC programme.     Based       on  the  examination     of  current   literature  on   IMC,   one  of  the  most       updated   definitions   for   integrated   marketing   communication   is   IMC   as   the       concept    and   process   of  strategically  managing     audience-focused,      channel-       centred and results-driven brand communication programmes over time.     The       choice  of  the  marketing     promotional     tool  is  largely  influenced   by   a       number of factors such as business missions, business objectives, marketing       objectives, promotional objectives and choice of correct while the best media       mix    for  any    given   communication        campaign     depends     greatly   on   the       demographics of the target market.     It   is   vital   for   firms   to   determine  how   well   the   marketing   communication       programme        is  meeting    the   objectives;   how     and   why     the  promotion       programme is performing; if there are deviations from the plans or whether       there is need for modification. Monitoring, evaluation and control is designed       to provide managers with continued feedback concerning the effectiveness of       the   promotional   programme.   This   feedback   can   be   used   as   input   into   the       planning process.     Corporate identity                              Personal selling     Direct marketing                                Point-of-sale     IMC                                             Sponsorship     Packaging                                            

TOPIC 10    INTERGRATED MARKETING COMMUNICATION
Ekhlassi,    A.,   Maghsoodi,      V.,  &    Mehrmanesh,        S.  (2012).   Determining      the         Integrated     Marketing      Communication        Tools    for   Different    Stages    of         Customer Relationship in Digital Era, International Journal of Information        and Electronics Engineering,        2(5), 761765.   Im_cases. (2015). Retrieved from https://www.coursehero.com/file/4235898/         imcases/   Kempf, D. S., & Smith, R. E. (1998). Consumer processing of product trial and the         influence of prior advertising: A structural modelling approach. Journal of        Marketing Research, 35 (8), 325338.   Kitchen, P. J., Brignell, J., Tao, L., & Jones, G. S. (2004). The emergence of IMC: A         theoretical perspective.Journal of Advertising Research, 44 (1), 1930.   Kliatchko,     J.  G.  (2005).  Towards      a  new   definition    of  integrated    marketing         communications (IMC). International Journal of Advertising, 24(1), 734.   Kotler,   P.,   &   Keller,   K.   L.   (2009). Marketing   management .   Upper   Saddle   River,         NJ: Pearson Prentice Hall. Chicago.   Olander,      C.,   Sehlin,   S.   (2000).  The     use   and    integration     of   marketing         communication   tools   in   business-to-business   firms:   Case   studies   of   three         Swedish          firms.       Retrieved         from         http://epubl.ltu.se/1404-         5508/2000/112/LTU-SHU-EX-00112-SE.pdf   Woods, J. A. (2014), Measuring integrated marketing communication from start         to finish. JW Bulletin . Retrieved from http://www.iabc.com

S9.P1 - TOPIC 9 OUT-OF-HOME ADVERTISING

S9.P1 - TOPIC 9 OUT-OF-HOME ADVERTISING.

TOPIC 9  OUT-OF-HOME ADVERTISING
LEARNING OUTCOMES   By the end of this topic, you should be able to:   1.   Identify various types of outdoor advertising and their features;   2.    Explain      the   advantages     and    disadvantages     of    outdoor             advertisements;  3.    Analyse   the   main   ideas   in   the   general   guidelines   for   out-of-home             advertising set by the state or local authorities; and   4.    Discuss   some   of   the   main   ideas   in   the   code   of   ethics   for   out-of-             home advertising.  

INTRODUCTION     "Over   the   years,   advertising   has   been   both   condemned   and   eulogised.   By    some, it has been characterised as an insult to the intelligence of thinking men.    Others   profess   that   advertising   is   a   necessary   and   desirable   catalyst   of   our    private enterprise system". (Enfield, 1969)   Out-of-home   media   has   evolved   to   become   one   of   the   most   innovative   media  in   recent   times.   From   the   early   days   of   the   50s,   the   market   has   continued   to  grow. Having existed for decades, it is equally effective in today's age and with  all   inventions  of  modern    media,  out-of-home    advertising   has  reached  new  technological peaks and attracts a broader audience range than ever before.   It   has   expanded      from   being    represented     by  posters    and   billboards    at  the  beginning   to   currently   being   made   up   of   numerous   different   media   types.   It  ranges     from   high-tech    electronic   billboards    in  urban   areas   to  video   walls   at  airports   and   huge   posters   in   remote   rural   villages.   Standards   were   introduced,  not only to establish  order in the environment and generate revenue but also to  improve the profession.   With the advent of technology, the industry has metamorphosised and become  technologically-based.   This   new   development   has   increased   competition   in   the  industry.   Many   new   outdoor   advertising   companies   have   emerged   to   carve   a  niche    for  themselves     by   producing     new    ideas   to  promote     and   position   the  brands.  

ACTIVITY 9.1   There   are   many   kinds   of   out-of-home   advertising   choices.   Based   on  your observation, give specific examples of out-of home advertisements  by   the   following   companies   or   places   that   you   have   seen.   If   possible  take photographs using your mobile phone of the advertisements that  you have come across.           (a)    Restaurants and hotels companies which commonly make use of                 highway billboards to steer customers in for a rest or a bite.           (b)    Bus    benches    which    feature   advertisements     for  local  businesses                 and bus shelters which display a major movie promotion.           (c)    Food and beverage companies which make use of sporting events                 and arenas.           (d)    Taxis,   buses,   railways,    subways     and    wall  murals    which     offer                 certain forms of promotion.  

9.1 OUT-OF-HOME ADVERTISING INDUSTRY   This   section   examines    the  global   trends   in  out-of-home    advertising    industry,  challenges and the industry players.   9.1.1 Global Trends   Out-of-home media has grown tremendously over the past decade. The trend in  the global scenario indicates a growing industry at a great pace. It is expected to  continue to witness stable growth which is mainly due to increasing popularity  of this segment in comparison with other segments of the advertising industry.   The    main   reason   is  also  because   more    and   more   people    are  spending    time  outside     of  their   homes.    This   enables    out-of-home      media    to   become     an  increasingly more efficient advertising media. Unlike other forms of media, out-  of-home media can create an impression with consumers close to a point of sale  or be a constant reminder throughout the course of daily activity.   The    greater   proportion    of  outdoor    advertising    expenditure     is  spent  on   the  traditional   paper   based   or   vinyl   based   billboards.   It   is   offered   by   the   bigger  companies to large national advertisers on a national basis for short- to medium-  term advertising campaigns.   With all inventions of modern media, outdoor advertising signs have reached a  new technological climax and attract a broader audience range than ever before.  Now, out-of-home media is becoming more digital especially in the out-of-home  markets which are concentrated in high-traffic, captive and measurable locations  such as the roadside, healthcare and transit.   Digital   out-of-home   advertising   has   been   building   momentum   in   recent   years  resulting in digital signage media becoming the world's second fastest-growing  advertising     medium     as  it  quickly  becomes     a  vital  component     of  the  media  ecosystem.  

TOPIC 9 OUT-OF-HOME ADVERTISING   Digital or non digital, the key growth drivers included the following:   (a)   Consumers   spending   a   record   amount   of   time   with   media   outside   their  homes;   (b)   Increased engagement during the day with corresponding content on out-  of-home media including media that are linked to wireless devices;   (c)   Longer work commutes; and   (d)   Consistent growth in leisure travel and shopping hours.  

9.1.2   Challenges and Issues   There is   a   huge   potential   of   the   outdoor  advertising   industry   at   the   global   and  national   level.   While   better   days   are   ahead   to   make   the   sector   robust,   it   could  achieve its deliverables while yielding huge returns for players and government.  There are many issues and challenges facing the industry players. Here are some  of the main ones to consider:    (a)   Government Policies and Regulation         In  many     local  scenarios,    there   seems    to  be   certain   confusion     among         governments        and   their   agencies.    For   instance,   local  governments       are         normally given the right to outdoor advertising control and levies through         their agencies. But this arrangement is sometimes not harmonised properly         in    some    quarters.    So   outdoor     advertising     agencies    find   themselves         subjected     to   difficult  and    complex    arrangements.        The   other    part   of         government control has to do with rates and levies for the use of permitted         outdoor space.    (b)   Human Resource          The out-of-home advertising practice is still evolving. The industry will be         better    serviced   by   a  continuous     growth     in  the  number     of   adequately         educated,      trained   and    experienced     practitioners    while    the   trends   are         growing      and   the   situation   is  looking   better.   The   focus   should    be  on         achieving      high    level   of  professionalism       in  the   industry.     Therefore,         companies should train or retrain their staff to be competent, creative and         competitive.    (c)   Innovation, Research and Strategic Planning         Out-of-home advertising practices will do better with research and strategic         planning.   Out-of-home   advertising   agencies   must   be   able   to   tell   what   the         trends are at the market place, gauge extent of efficiency and effectiveness         as   well   as   understand   the   target   audience   expectation,   traits   and   habits.           Outdoor advertising businesses must begin to look at introducing more of         strategic   planning     and   research    for greater    effectiveness    and   ultimate         market     performance.     This   is  necessary    because    many     advertisers    and         agencies   continue   to   think   that   out-of-home   is   a   non-core   and   secondary         medium.   (d)    Space         It has been reported that worldwide, at least 1,500 cities and communities         prohibit    the  construction     of  new    billboards.   In   the  US,   the  States   of         Vermont, Hawaii, Maine and Alaska prohibits all billboards. In Brazil, the         City   of   Sao   Paulo   banned   all   billboards   within   the   city.   In   South   Africa,         companies   must   abide   by   the   operating   manual   known   as   South   African         Manual For Outdoor Advertising Control.  
(e)    Environmental Concern         A growing number of people feel overwhelmed by the volume of outdoor         advertising.     Advertisers    and    media    owners    should    be   aware    of  their         responsibility towards the urban environment and more could be done to         promote controls in certain markets.   (f)    Diverted Attention         With   the   popularity   of   portable  technology   such   as   handphones,   out-of-         home     advertising    is  increasingly   facing    a  disengaged     audience     whose         attention   has   been   diverted   from   the   outdoor   displays   and   environment         around them.   9.1.3 Industry Players   The industry players comprise outdoor advertising companies, affiliates vendors  and contractors who are dealing with the works and activities related with out-  of-home advertising.   The    outdoor    advertising    contractor    is a  company,     organisation    or  body    that  offers for rent, outdoor spaces as a medium for advertising. This space is usually  on specially designed structures erected for that purpose, but the contractor may  also   secure   the   rights   for   displaying   third   party   advertising  on   buildings,   road  cuttings and existing bridges.   A   latest   report   on   the   Global   Outdoor  Advertising   Industry   by   ReportLinker  indicates that the competition in the global outdoor advertising market is intense  with    few    large   players.   Among      them    are  JC   Decaux,    Lamar     Advertising  Company,       Clear   Channel     Outdoor    Holdings,     Inc.,  CBS   Corporation,     Adams  Outdoor Advertising, AdSpace Networks, Inc., and EuroMedia Group S.A.  

SELF-CHECK 9.1  
What Is Digital Out-Of-Home Media (DOOH)?  Compare       the   following    various    definitions    of  Digital-Out-of-Home  Media and discuss their differences and similarities.   Definition     1:  DOOH       refers   to  digital   media     used    for  marketing          purposes outside of the home. This excludes television advertising and          radio advertising, but includes digital signage. The term is usually used          in relation to advertising-based networks.           Definition     2:  DOOH     is  made    up   of  at  least  two  distinct   categories:          Digital signage (which includes electronic billboards) and digital place-          based content networks. The first   category is found on roadsides. The          second category, of which we consider Captivate Network to be a part,          targets niche audiences in a particular venue and provides customised          content   and   promotions   for   that   channel.   DOOH   content   is   typically          distributed     through     a  digital   infrastructure    and    is  therefore    more          targetable and interactive than more traditional media (Mike DiFranza,          Captivate Network).           Definition 3: DOOH refers to dynamic media distributed across placed-          based    networks     in  venues    including     but  not   limited   to  cafes,  bars,          restaurants,     health   clubs,  colleges,   arenas   and   public   spaces.   DOOH          networks   typically   feature   independently   addressable   screens,   kiosks,          jukeboxes   and/or   jumbotrons.   DOOH   media   benefits   location   owners          and    advertisers     alike   in  being    able   to  engage     customers     and/or          audiences      and    extend    the   reach    and    effectiveness     of  marketing          messages (Stephen Randall, LocaModa).           Definition     4:  DOOH     is  any   signage   that   is  running   content    and/or          advertising in a public space. This could be four-inch shelf talkers in a          grocery store all the way to massive LED billboards on the side of the          road and everything digital in between. The differentiation is the word  "digital".   Regular   „outdoor‰   equals   static   signage   ·   static   billboards,          static signage on the sides of buses or buildings, static signs at bus stops          or   in   airports,   static   taxi   toppers,   just   to   name   a   few.   Displays   in   the          DOOH space have to be powered by a media player or PC in order to          accept "digital assets". (Ashley Flaska, NEC Display Solution).    9.2  OUT-OF-HOME ADVERTISING IN MALAYSIA   Malaysia's out-of-home      sector  is  an industry     on   the  rise.  The   country   has  experienced   one   of   the   fastest   advertising   markets   in   recent   years.   While   the  conventional      media    like  newspaper     has  been   experiencing     steady   growth    in  terms of billings and sales, a large portion of this growth is attributed to out-of-  home   advertising.   This   is   mainly   because   of   the   unique   consumer   landscape  among Malaysians today.   Despite a growing number of media channels on offer to marketers, confidence  in   the   outdoor   industry   in   Malaysia   also   continues   to   be   strong.   Out-of-home  vendors     have    expanded     their   offering   for  the   digital  era   and   won    client  confidence in the process. PwC estimates MalaysiaÊs out-of-home industry grows  at   14.5   per   cent   each   year,   proving   out-of-home   remains   an   important   part   of  marketers overall media strategy. In a recent media rankings survey, marketers  were asked which out-of-home media owners they are most likely to work with.   Adex   in   Malaysia   recorded   a   steady   growth   over   the   last   two   decades,   rising  from about RM0.5 billion in 1988 to approximately RM11.2 billion in 2012, with a  compound annual growth rate (CAGR) of about 13.8 per cent between 1988 and  2012. When examining the Adex spent on different mediums, Adex growth rates  for television, radio, newspaper and cinema and point-of-sale are the strongest in  Malaysia, with CAGRs of 13.9 per cent, 11 per cent, 9.4 per cent and 20.8 per cent  respectively between 2005 and 2012. The outdoor medium has also grown, with a  CAGR of about 9.8 per cent between 2005 and 2012.   The digital out-of-home transit media is considered to be at infancy stage in its  industry lifecycle. The estimated Adex for OOH media and digital out-of-home  media has grown continuously over the past few years. Players in digital out-of-  home transit media industry in Malaysia  should be well-positioned to reap   the  benefits from the growth of the industry.  
Profile of Big Tree   Big Tree Outdoor Sdn Bhd (Big Tree) is the leading outdoor advertising outfit  in   Malaysia.   Since   its   incorporation   in  1994,   Big   Tree's   aggressive   growth   has  been   fuelled   by   continued   investments  in   major   expressways,   transportation,  retail   concessions   and   key   market   centres  in   Malaysia.   Its   primary   activities  consist    of  undertaking     outdoor    advertising     business,   carrying    out   related  advertisement production works, advertising contractors and agents as well as  the sale of advertising spaces.   Big Tree has a number of exclusive advertising concessions with expressway,    transportation and retail concessionaires. In the expressway segment, Big Tree    secured exclusive long-term contracts for advertising rights along the country's    major expressways including amongst others, the North South Expressway, the    New Klang Valley Expressway, Linkedua and the Elite Highway.     Big Tree currently has over 15 exclusive concessions nation-wide. The outdoor    advertising products of BTO are sold under the following brands:     (a)   Big Drive: E Expressway and Freemarket     (b)   Big Ride:Transit     (c)   Big Buy: Retail     Big Tree is a wholly-owned subsidiary of Media Prima Berhad and spearheads    the   Group's   strategy   in   outdoor   advertising   with   GOTCHA,   UPD,   The   Right    Channel      (TRC)    and   Kurnia     Outdoor    sites   and    assets   under    Big   Tree's    management. Source: Media Prima (n.d.)   ACTIVITY 9.2   New and Out-Of-Home Media in the Malaysian Advertising Industry  As it is universally known, Malaysia is a multicultural and multiracial  country. Therefore, advertising in the masses are needed although they  might not necessarily be as effective as other countries. This is a market  which      out-of-home       advertising     can   play    a   major    role,   offering  advertisers   with   the   rare   opportunity   of   reaching   their   target   market  more effectively. For instance, advertising boards using LED technology  can be placed along the streets of residential areas known for a majority  of   a   certain   community   which   can   then   play   advertisements   for   that  group.     This   is  one   factor   that  cannot    be   achieved    using    radio   or  television.   Table    top   advertising,    too,  has  been   gaining    a  lot  of  momentum       in  recent   years.   This   is   where   one  would   see   advertisements   by   sports  brands   and   apparels   like   Nike   and   Adidas   to   reach   its   customers   in  mamak shops who usually go to these outlets to watch football or just  to have a "teh tarik" or "nescafe ais". Another good example of out-of-  home advertising in Malaysia is the use of posters and banners in the  KL   Monorail   stations.   Each   of   the   stations   is   named   after   a   specific  brand and these brands are intended for its specific target market of the  people residing around the area where the station is located.   Answer the following questions:   1.     What major role can out-of-home advertising play?   2.     What is table top advertising?   3.     Why      are   posters   and    banners     in  the   KL    Monorail     stations         considered       a  good     example      of  out-of-home       advertising     in         Malaysia?  

9.3  DEFINITION  
The term   "out-of-home media" refers collectively   to all   forms of   media   outside  the home that carry advertising messages for consumer audiences. It is any type  of   communication   media   that   reaches   an  individual   while   they   are   out   of   the  home.   Out-of-home   media   encompasses   many   forms   of   media;   from   the   large  bulletins and posters we encounter on streets and highways to the panels we see  near   stores,   on   transit   vehicles,   rail   or subway   platforms,   on   bus   shelters,   in  airports and in shopping malls.  

9.3.1  Outdoor and Transit  
Generally,      the   term   "out-of-home       media" comprises outdoor and transit. It excludes   radio,   print   and   television.   Outdoor   advertising   medium   is   a   rented  medium for  displaying     and   transferring     commercial      information     in  a  visible  manner on structures and signs erected out  of doors. It is a legitimate land-use  form   of   advertising   which  is   an   integral   part   of   the   western   economic   system  with   direct   and   indirect   benefits   for  the   community   as   a   whole.   Advertising  displays are found where there is a public amenity, positioned in close proximity  to   pedestrians   and   shoppers   for   eye-level   viewing,   or   at   curbside   to   influence  traffic.   Transit     advertising     is  advertising      displays    affixed    to   moving     vehicles    or  positioned      in  the   common       areas   of  transit   stations,   terminals    and   airports.  MalaysiaÊs   Outdoor   Advertising   Association   defines   outdoor   advertising   as   a  large    display    which    advertises    products,    activities    or  services.   It  categorises  outdoor advertising into six groups namely billboard, wrap, sign, poster, display  and   gantry.   MalaysiaÊs   out-of-home   sector   is   an   industry   on   the   rise   and   the  country   has   experienced   one   of   the   fastest   advertising  markets   in   recent   years  and while the conventional media like newspaper has been experiencing steady  growth in terms of billings and sales, a large portion of this growth is attributed  by out-of-home advertising.   According        to  the    Outdoor      Advertising      Association      of  America,      outdoor  advertising      market     comprises     four   major   segments     namely     billboards,    street  furniture, transit advertising and alternative media.  
(a)   Billboard          A   billboard   is   a   large   outdoor   advertisement   for   which   rent   is   charged         according to the amount of traffic that passes its location, its visibility and         its size.  
(b)    Street Furniture          These   are   advertisements   on   objects  and   pieces   of   equipment   installed   on         streets   and   roads   such   as  benches,    traffic  barriers,  bollards,  post   boxes,         phone boxes, streetlamps and traffic lights.  
(c)    Transit Advertising          These include advertising displays affixed to moving vehicles or positioned         in the common areas of transit stations, terminals and airports.  
(d)    Alternative Media          Alternative   media are media which   provide   alternative information to   the         mainstream   media in   a   given   context,   whether   the   mainstream   media   are         commercial, publicly supported, or government-owned.   T

able 9.1 explains some types of outdoor advertisements while Table 9.2 shows  out-of-home media categories  according to Outdoor Advertising Association of  America (OAAM).  

Table 9.1: Types of Outdoor Advertisements by Outdoor Advertising Association                                         Malaysia (OAAM)   - An outdoor advertisement is a large display which advertises products, activities or       services which are not necessarily offered at the location of the advertisement. The       definition and types of outdoor billboard or advertisements have been discussed and       accepted to be uniformly adopted by the Outdoor Advertising Association Malaysia       (OAAM)      which    represents   65  per  cent  of  the  outdoor   advertisement    firms  in       Malaysia.   - There are 17 types of outdoor advertisements which are grouped into the following:    Billboard      Free-standing, Wall, Roof top, Overhead Bridge, Fly-over, Fence, Tri-vision                  Mechanical, Mechanical Scrolling and Electronics.    Wrap           Building, Pillar and Column.    Sign           Projecting.    Poster         Paper and vinyl.    Display        Street Furniture and Mobile.    Gantry         Gantry and Spectacular.   Source: Outdoor advertisement planning guidelines (GP021). (n.d.). Retrieved from  http://www.townplan.gov.my/download/021_gpp_pil__english_.pdf  

Table 9.2: Out-of-Home Media Categories by Outdoor Advertising Association of  America (OAAM)          Billboards           Street Furniture            Transit               Alternative     ? Bulletins             ? Bus shelters         ? Busses                ? Cinema     ? Digital               ? Urban furniture      ? Airports              ? Digital place -       billboards              such as phone       ? Subway and rail           based                               kiosks    ? Posters                                                              ? Arena and                                                   ? Truckside or                            ? Newsracks                                        stadiums    ? Junior posters                                   mobile    ? Walls or                                     ? Taxis or              ? Interior place -                                                                               based such as       spectaculars                                    wrapped vehicle                                                                               convenience                                                                               stores, health                                                                               clubs and                                                                               restaurants or                                                                               bars                                                                            ? Exterior place-                                                                               based such as                                                                               airborne,                                                                               marine, resorts                                                                               and leisure                                                                            ? Shopping malls        Source: Out of home advertising. (2015). Retrieved from http://www.oaaa.org/                                      outofhomeadvertising    9.3.2        Advantages and Disadvantages   Effective    advertising   methods     vary   among    different   types  of  businesses    and  industries.    To  find  out   if  out-of-home  advertising     is  right  for  your  business,  weigh both the advantages and the disadvantages as shown in Table 9.3:

Table 9.3: Advantages and the Disadvantages of Out-Of-Home Advertising                    
Advantages                                      
 Disadvantages    
? One       of    the    most     cost-effective  
? Short exposure time.       mediums of advertising.                        
? External conditions affect the visibility    
? Effective       medium       of    awareness         (for example, traffic jam and fog).       advertising       especially     in    brand  
? Prime   locations   are   controlled   by   big       awareness         and       strong      name        players for months even years.       recognition.                                                      
? Travellers       who     see   the   hoarding  
? Builds       company       reputation      and       several    times   over   months     become       product image.                                      blind to it.    
? Colourful,      creative   and   eye-catching  
? Limited      scope   for  message    and   only       ads have more impact.                               brief   messages   (for   example,   no   space    
? Targets a large and diverse market as it             for  detailed   text,  phone   number     and       reaches out to thousands of people on a             location map).       daily basis.                                  
? Anti-environmental         if  the  advertiser    
? Targets   a   specific   audience   according        has to chop off trees for visibility.       to location.                                                      
? Hazardous during hurricanes or strong  
? Ads      are   not   lost   in  the   mix    of      winds,   can   cause   damage   to   life  and       competitors and editorials.                         property.    
? Increased       frequency      of   consumer    
? Cluttered   travel   routes   with   the   major       exposure        where       messages       are      arteries such as traffic jam, traffic stops       delivered continuously and frequently. for signals or at stop signs.     ? Directs potential clients and customers        
? Little segmentation possible.       to your place of business.    

9.4         OUT-OF-HOME ADVERTISING FORMAT  
Out-of-home advertising is traditionally associated with large billboards carrying  printed,     painted    or   projected    images    that    may    be   internally    or   externally  illuminated. Signs may be on buildings, windows, walls and roofs. Freestanding  signs may be in frames, on poles and pylons and on street furniture such as bus  shelters as well as on balloons, inflatables, trailers, buses, suburban trains, taxis  and other commercial vehicles.
Out-of-home media is a way of reaching customers when they are not at home,  watching   television   or   reading   newspapers   or   magazines.   Out-of-home   media  usually   works   best   in   high   traffic   locations   throughout   cities.   Street   posters   are  one   of   the   most   popular   forms   of   out-of-home   media   because   they   target   the  consumer      at  eye-level   while   they  are  walking    down     the  street.  Posters  have  become a major form of out-of-home-media and are widely recognised as part of  pop culture.  

ACTIVITY 9.3  
Based on the guidelines provided by different government authorities,  discuss different standardised formats in different countries for out-of-  home media.  
(a)   Outdoor Advertisements and Signs: A Guide for Advertisers  This booklet, prepared by communities and the local government,  aims   to   explain   to   everyone   who   wants   to   display   an   outdoor  advertisement how the system of advertisement control works in  England.      Refer   to  https://www.gov.uk/government/uploads/  system/uploads/attachment_data/file/11499/326679.pdf          
(b)   Specialist Property Guidelines for Outdoor Advertising Signs                These      guidelines    are    to  be    used    when     valuing    Outdoor                Advertising   Signs   for   rating   and  taxation   purposes   in   Australia.                Refer     to   http://www.dtpli.vic.gov.au/__data/assets/pdf_file/                0007/218752/VGV_MGV_OASigns_August-2011.pdf          
(c)   Garis     Panduan      Pembinaan      Papan    Iklan    di  Kawasan      Majlis                Perbandaran Subang Jaya                A guideline for outdoor advertising under Subang Jaya Municipal                Council.     Refer   to  http://bizwizard.mpsj.gov.my/sites/default/                files          Out of Home Advertising Format by NSW Government, Department of                                             Planning   Freestanding and Wall Advertisements  Freestanding   advertisements   are   mainly  displayed   on   structures   mounted   on  the ground by supports, while wall advertisements are generally painted on or  fixed    flat  to  the  wall  of  a  building.   The    following    freestanding     and   wall  advertisement   classifications   are   commonly   used:   Spectacular,   Supersite   and  Billboard.   Roof or Sky Advertisements  Roof or sky advertisements are advertisements that are displayed on, or erected  on   or   above   the   parapet   or   eaves   of  a   building.   They   may   be   freestanding  structures     or   wall   advertisements      and    range    from   billboard    size   up   to  spectacular size (over 50 square metres).   Building Wrap and Hoarding Advertisements  Building     wraps    are   materials   such    as  vinyl  mesh    used    to  cover   or  wrap  buildings   or   land   that   may   be   under   construction,   renovation   or   demolition.  Hoardings are a type of building wrap generally made of wood that are often  placed      as   temporary      walls    around    construction       sites.  Building     wrap  advertisements       use  the   wrap   material   (for   example,    mesh    or  wood)    as  the  mounting surface for the advertisements.   Special Promotional Advertisements  A   special   promotional   advertisement   is      an   advertisement   for   an   activity   or  event    of  a  civic  or  community      nature  (for   example,    public   exhibitions    and  festivals, sports or charity events etc.). Events may be   advertised on different  media including walls, building wraps or bridges, and may vary in size from  small posters to spectacular size. As with building wraps, specific rules apply  to   special   promotional      advertisements,      including    limits   on   how    long   the  advertisements can be displayed for and also controls on signage content.   Advertisements on Bridges  Advertising      structures    may    be  permitted    on   railway,   road    and   pedestrian  bridges     or   overpass     structures.    Normally      rules    apply    to  the    type   of  advertisements        allowed     on   bridges   and     overpasses     to   ensure    that   the  architectural qualities of the bridge and safety along the transport corridor are  not compromised.                                    
Advertisements on Bus Shelters or Street Furniture    Bus    shelter  poster    displays   are  often   positioned     as  an  integral   part   of  a    freestanding   covered   structure   at   a   bus  stop.   Often   the   poster   displays   are    internally illuminated. Street furniture displays commonly are 1.8 metres ? 1.2    metres or 1.5 metres ? 1 metre in size and are often backlit. They are generally    located within urban centres, entertainment areas and railway platforms.                         Source: „NSW Government: Department and Planning‰ (2007)  

9.4.1         Out-Of-Home Media Categories   This   subtopic   will   discuss   further   the   categories   of   out-of-home   media   (SARD,  2015).   (a)   Place-Based        The following are the list for place-based media:         (i)    Airport Wall dioramas, clocks, posters and kiosks.         (ii)   College   Campus   or   School  Display   racks,   bulletin   boards,   kiosks,               sponsored television ads and college magazines.         (iii)  Convenience       Store   Advertising        at  convenience      store   locations,               targeted to particular demographics.         (iv)   Hotel     In-room        television    or  cable   television    advertising    and               electronic displays.         (v)    Indoor     Billboards      in  the  restrooms     of  restaurants,   health   clubs,               arenas, movie theaters and night clubs.         (vi)   In-Flight    Magazine          binders,   in-flight   movies,    seat   backs   and               disposal bags.
      (vii)  In-Store  Shopping   carts,   store   shelves,  clocks,   audio   and   checkout               coupons.         (viii) Movies      or   Theaters     Movies,         theaters,    videocassettes     and               videocassette boxes.         (ix)   Shopping Mall Kiosks and wall displays at shopping malls.         (x)    Sports,   Fitness   or   Leisure   Facility   Television   with   sound,   digital               signage, wall displays, bulletin boards, display racks at health clubs,               resorts and fitness facilities.         (xi)   Stadium,     Arena   or  Sports   Team   Wall   displays,   scoreboards   and               programmes.         (xii)  Truckside     or  Truckstop    Display       panels   on  sides,  rear,  front  of               trucks. Display signage at truck stops and interstate travel centres.         (xiii)  Event Marketing Special events, promotions and product sampling               or demonstrations.   (b)   Traditional Outdoor         The following is the list for the traditional outdoor media:         (i)    Aerial or Inflatables Balloons, blimps, skywriting and banners.         (ii)   Bus Shelter Backlit displays and posters.         (iii)  Bus Bench Display panels on benches.         (iv)   Digital Media Advertising on mobile telephones or wireless PDAs.         (v)    Mobile Advertising Mobile billboards on trucks.         (vi)   Outdoor Billboards including posters, bulletins and painted walls.         (vii)  Sampling or   Street Teams Product sampling at high-traffic venues               or locations.         (viii) Taxi Advertising within and on top of taxis.         (ix)   Telephone Kiosk Printed displays on free-standing public telephone               enclosures.         (x)    Transit Commuter transit platforms, trains and buses.         (xi)   Vehicle Wraps Integrated mobile advertising that often incorporates               staffing, routes or timing, or sampling into client programmes.   (c)   Other Specialised Media        Out-of-home      media    not   classified  elsewhere     in  this  directory,   includes        interactive and audiotex opportunities.   9.4.2 Specification for Freestanding and Wall Advertisements   Based   on   NSW   Department   of   Planning,   Australia,   here   is   the   specification   for  outdoor advertising formats:   (a)    Spectacular          Poster   displays   over   50 square   metres   in   area   (standard   dimensions   are         18.9    metres  ?  4.5   metres).    These   are   often   located   on   highways     and         generally   illuminated.   (In   the   US,   standardised   large   format   advertising         displays intended for viewing from extended distances are generally more         than 50 feet).   (b)    Supersite          Large displays around 42 square metres (often 12.66 metres  ? 3.35 metres)         in   size.  Generally    illuminated    and   located   on   major   arterial  roads   and         national highways.   (c)    Billboard          24   Sheet   Poster:   Measures   6 ? 3   metres   in   size   and   tends   to   be   located         mainly on building walls in commercial and   industrial   areas, along roads         and in railway corridors.   (d)    Poster          Small format  6 Sheet Poster: Posters 3 metres  ? 1.5 metre in size with the         same proportions as a 24 sheet poster. Mounted mainly on walls and often         located in suburban areas.  


ACTIVITY 9.4   Indicate whether each of the following points which are referring to out-  of-home advertising is an advantange or disadvantage and then explain  the point or statement.   One of the most cost-effective mediums of advertising.           Short exposure time.           Effective medium of awareness.           External conditions affect the          visibility.           Target large and diverse markets.           Travellers become blind to it.           Colourful, creative and eye-catching.           Targets a specific audience according          to location.    

9.5         RULES AND GUIDELINES  
Many      country,    state   or  city  authorities    have    policies,   rules   and   guidelines  governing outdoor advertising. These policies, rules and guidelines are necessary  because     outdoor     advertising     involves    public    spaces   such    as  neighbourhood  spaces     in  residential    areas,  high    streets,  parks,   playgrounds,      street   markets,  shopping   malls   and   community   centres.   These   spaces   play   a   vital   role   in   the  social life of   communities and they   are commonly under   the jurisdiction of   the  city or local authorities.                                        Copyright © Open University Malaysia (OUM)
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240     ? TOPIC 9        OUT-OF-HOME ADVERTISING    9.5.1         Objectives of Rules and Regulations   The objectives of out-of-home advertising rules and regulation are generally to:  

(a)    Regulate and minimise visual clutter and the proliferation of signs in public         places;  

(b)    Ensure   out-of-home   advertising   is   planned   as   part   of   an   overall   signage         package for a city;  

(c)    Incorporate out-of-home advertising into the design of new buildings and         major    renovations     to  ensure    signage   is  an  integral   component      of  the         building fabric and is planned for at the beginning rather than at the end of         development;  

(d)    Ensure      out-of-home      advertising    is  appropriate      with    regard    to  the         architectural design of buildings on which signs are displayed;

(e)    Require that out-of-home advertising does not adversely impact the safety         and function of a road, walkway or other public passages; and  

(f)    Require     that  out-of-home      advertising    does   not   obscure   traffic  signals,         directional signs and street signs.   Malaysian Outdoor Advertisement Planning Guidelines  The     following    are   the   summary      for  the   outdoor    advertisement      planning  guidelines (GP021).  

(a)    The    Outdoor    Advertisement       Planning   Guidelines     was   approved     by  the         Cabinet on the 31st October 2008 and by the MNKT on 2nd December 2008.         These    guidelines    are   prepared    to  guide   the  instalment     and   control   of         outdoor advertisement uniformly in all local authoritiesÊ areas.  

(b)    The installation of outdoor advertisement is based on four principles which         are   ensuring    public   safety;   preserving    environmental      quality;  ensuring         public comfort and with appropriate advertisement content.

(c)    The scope of the guidelines is divided into structure and content. Structure         include location and design, while content include the use of Malay, display         of appropriate message and image as well as design.   (d)    This guideline is a supporting document to the by-laws prepared under the         Local Government Act, 1976 (Act 171) and the Development Plans, that is,         the   Local    Plan   and    Special   Area    Plan   prepared      under    the   Town     and         Country   Planning   Act,   1976   (Act   172).   It   specifies   locational   and   design         aspects   of   outdoor   billboards   and   the  application   of   this   guideline   with         reference to   other related   laws. The   technical details   on the   installation   of         outdoor billboards on highways or federal roads are subject to the Rules on         the Installation of Billboards on Highways/Federal Roads prepared by the         Ministry   of   Public   Works   under   the  Road   Transport   Act   1987.   However,         there   are   other   aspects   that   are   not  covered   under   the   rules   which   have         been considered in this guideline such as:          (i)    The   new   size   control   is   110   sq.m   (18m  ? 6m)   or   1,200   sq.   ft   (60   ft  ?                20ft).          (ii)   Setback   for   the   billboard   is   enforced   based   on   the   presence   of   clear                zone     as   determined      by   the   Malaysian      Institute    of  Road     Safety                Research (MIROS).          (iii)  The allowable location of billboards is subjected to: not being a traffic                hazard to road users as determined by the road authority.   (e)    Appropriate road limit (to control size, setbacks and the distance between         billboards). The distance of visual field and time of driverÊs focus decreases         with the increase in speed. Consequently, the size and distance need to be         increased as speed increases.                                

9.5.2         Code of Ethics  
A    professional     code   of   ethics  is  normally     drawn     up   with   the   purpose     of  providing   professional   and   ethical   norms  for   those   engaged   in   a   professional  activity. Out-of-home advertising is a medium that reaches almost every member  of the community when they are travelling outside of their home.   The   code   of   ethics   in   outdoor   advertising   is   a   set   of   voluntary   principles   that  defines     the   industry's    standards     for  doing     business    with    advertisers    and  regulators.     It  also  sometimes     sets  a  guideline    that  defines   its  responsibilities  towards      the   community       and   the   environment.      As    guidelines,    these   codes  supplement the obligations that members are required to comply with under the  existing laws such as federal and state law.   Outdoor advertising is almost everywhere. It can be seen at any time of the day  or   night   and   cannot   be   turned   off,   fast-forwarded,   put   aside   or   left   unopened.  This is the reason why it is important for the industry to have its own Code of  Ethics to ensure that it operates its business responsibly in the environment. This  is also to ensure that advertisers do not defraud, offend or mislead the public. If  they    do,  it  is  not  to  the  detriment    of  the  public   but   also  to  the  advertising  industry as a whole, because it compromises its credibility to the companies and  practitioners who refrain from causing offence and harm for their own purposes.                     Outdoor Media Association Code of Ethics, Australia     The Code of Ethics formulated by Australia's Outdoor Media Association is a    set   of  voluntary    principles    that  defines   the   industry's   standards     for  doing    business   with   advertisers   and   regulators,   and   its   responsibilities   towards   the    community and the environment. The document is divided into four categories    as follows:    
(a)   Principles for doing business with advertisers;    
(b)   Principles of doing business with regulators;    
(c)   Responsibilities towards the community; and    
(d)   Responsibilities towards the environment.                               Source: Outdoor Media Association's Code of Ethics (n.d.)

Outdoor Advertising Association of the Philippines (OAAP)   The OAAP was established on August 13, 1964 along with the creation of the  Code of Ethics. The Code takes an eight-point framework which standardises  the    structures   and    operating    practices   of   outdoor     advertising    displays.    It  stresses urgent need to fall within governmental policies, objectives and code of  ethical conduct.  
(a)    Avoid   installing   billboards   or   advertisements   of   competing   products   or         firms side by side or on the same line of vision;   (b)    All outdoor signs must be properly identified;   (c)    Temporary structure erected on proposed locations to identify the actual         site of construction must be respected;   (d)    Avoid   the   installation   of   a   board   to   cover   another   board.   As   to   outdoor         advertising   copy,   it   shall   not   in   any   way   contain   a   statement   or   convey         messages or visual displays that are:          (i)    Obscene or offensive to public decency;          (ii)   False, misleading or deceptive;          (iii)  Offensive to the moral standards of the community; and          (iv)   Violate any national or local law.                                                               Source: „Code of Ethics‰ (n.d.)          

ACTIVITY 9.5         A professional code of ethics is normally drawn up with the purpose of        providing       professional    and    ethical   norms    for   those   engaged     in  a        professional       activity.   Compare      the   Codes     of   Ethics   of   America,        Australia   and   the   Philippines   and   discuss   to   what   extent   the   code   of        each    country     provided    professional     and   ethical  norms     for  outdoors        advertisers and agencies.

9.6           Outdoor Issues: OAAM Slams Billboard Advertising Company          KUALA   LUMPUR:   The   Outdoor   Advertising   Association   of   Malaysia          (OAAM) has strongly condemned an alleged unscrupulous attempt by          a   billboard   advertising    company     to  circumvent    Petaling   Jaya   City          Council's    (MBPJ)     policies   by   abusing    legal  processes    and    court          procedures.     The   association   said  it  had  tirelessly  engaged    with  the          Ministry    of  Urban    Wellbeing,   Housing     and   Local  Government      and          MBPJ     since  early   2006  to  jointly come     up   with   new   policies  and          guidelines   to   standardise   billboard   governance   in   the   country.   „MBPJ          was    the  first  local  authority  to  invite  OAAM     to  jointly  formulate   a          revenue-sharing policy‰, said the association's vice-president Jeff Cheah          in a statement yesterday.           Read the Given News Article and Answer the Following Questions:           1.    Find out from the Internet the following organisations and explain                what they are and their relevance to outdoor advertising.                 (a)    Outdoor Advertising Association of Malaysia;                 (b)    Petaling Jaya City Council; and                 (c)    Ministry      of   Urban     Wellbeing,     Housing      and     Local                       Government.           2.    What     are   the   "new    policies   and   guidelines    to   standardise                billboard governance in the country?                                                         Source:
Business Times (2011)

SELF-CHECK 9.2        
Explain      the   following    elements    and     how   they   contribute      to  the         development of out-of-home advertising:          
(a)   Code of professional ethics;          
(b)   The Outdoor Advertising Association of Malaysia;          
(c)   Digital out-of-home advertising; and          
(d)   The outdoor advertisement planning            guidelines.    Out-of-home   media   has   grown   at   almost   twice   the   rate   of   in-home   media      over the past decade. The main reason is because more and more people are      spending   time   outside of   their   homes,  which enables   out-of-home   media   to      become an increasingly more efficient advertising media.    Out-of-home           advertising     is   traditionally    associated     with    posters    and      billboards     carrying    printed,    painted   or    projected    images     that  may     be      internally   or   externally   illuminated.   Signs   may   be   on   buildings,   windows,      walls   and   roofs.   Freestanding   signs   may be   in   frames,   on   poles   and   pylons      and on street furniture such as bus shelters as well as on balloons, inflatables,      trailers, buses, suburban trains, taxis and other commercial vehicles.    Many   country,   state   or   city   authorities  have   policies,   rules   and   guidelines      governing outdoor advertising. These policies are necessary because outdoor      advertising      involves     public   spaces   such     as   neighbourhood        spaces    in      residential   areas,   high   streets,   parks, playgrounds,   street   markets,   shopping      malls and community centres. These spaces play a vital role in the social life      of communities and they are commonly under the jurisdiction of the city or      local authorities.

The code of ethics supplements the obligations that members are required to       comply with under the existing laws such as federal and state laws. The code       is a set of voluntary principles that defines the industryÊs standards for doing       business   with   advertisers   and   regulators.   It   also   sometimes   sets   a   guideline       that defines its responsibilities towards the community and the environment.     Outdoor advertising                            Street furniture advertisements     Out-of-home media                              Transit advertising     Freestanding advertisements                    Wall advertisements   Business     Times.   (2011). Outdoor      issues:  OAAM      slams   billboard   advertising         company. Retrieved from http://www. my.news.yahoo.com   Code of ethics. (n.d.). Retrieved from http://www.oaap.org.ph/   Enfield Press. (1969). Thomsonville, Conn: Enfield Printers.   Media Prima. (n.d.). Retrieved from http://www.mediaprima.com.my/.   NSW       Government,      Department      of   Planning.    (2007).  Transport      Corridor         Outdoor       Advertising      and     Signage     Guidelines.      Retrieved     from         http://www.planning.nsw.gov.au/planningsystem/pdf.   Outdoor      advertisement     planning    guidelines    (GP021).   (n.d.).  Retrieved   from         http://www.townplan.gov.my/download/021_gpp_pil__english_.pdf   Out     of  home     advertising.    (2015).   Retrieved    from    http://www.oaaa.org/           outofhomeadvertising   SARD. (2015). Retrieved from http://next.srds.com