The effectiveness of outdoor advertising in the tobacco industry: a case of Savanna tobacco

Abstract

This research sort to analyse the effectiveness of outdoor advertising in the tobacco industry. A case of Savanna tobacco (Pvt) Ltd. The research objectives are, to identify the outdoor advertising strategies used in the tobacco industry, to analyse and determine the outdoor advertising in enhancing: Brand awareness, rate of purchase, increase in market share and to make practical recommendations on outdoor advertising strategies to be adopted by Savanna tobacco in the tobacco industry.The key data collection instruments used in this research was questionnaires, interviews and observation. The researcher used exploratory, descriptive research as research design and the sampling techniques used were convenience and judgmental sampling. The sample size was made up of 53 members which constituted 15 tobacco companies, 13 individual clients and 25 company staff from various branches.The major findings of the research were that customers are highly interested in Outdoor advertising strategies, all respondents consider outdoor advertising strategies as highly effective in enhancing brand awareness, rate of purchase, and increase sales performance, market share and the management highly support the execution of outdoor advertising. I recommend Savanna tobacco to use outdoor advertising alongside other promotional techniques which are applicable in the tobacco industry, such as publicity or public relations