CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND OF THE STUDY
In view of the increased rate of advertising median it has become imperative for advertising spenders to always seek for the justification for the additional cost of advertising their product or services.
This also puts the task of providing the justification for the continuous media rate increase on the media owners, so outdoor advertising practitioners being one of those at the center of these owners that must be justify in this sense how effective its medium.
Convincing answers to such a requirement determine the level of patronage a medium of advertising command for the advertisers.
Advertisers have substantially increased their spending no outdoor advertising media over media over the last decade outdoor advertising provides an excellent way to reach important local consumer segments.