The Impact Of Outdoor Advertisment On The Performance Of Public Sector Corporation. Case Study; Central Division -Kampala City Council

ABSTRACT

In developing countries, the outdoor advertising has basically been used by commercial

corporations to inform, educate as well as entertain the public, but public sector

corporations like K.C.C haven't been using it despite its low cost and wide varieties, its

only of late that they have started adopting bill boards and poster panels to reach to the

public, examples being the "CHOGM'' bill boards used by the Ugandan government,

which were temporary and over immediately after the meeting was through. It's the same

case in many developing countries.

On this research report, the researcher is trying to bring out the issues that have delayed

the K.C.C and other public sector corporations to embrace this very easy and affordable

marketing technique, which has been widely used in the private sector. Managers of this

public sector corporation need to know that the public has to be informed so that the

corporations can increase their revenue attain their objectives as well as create awareness

among the general public.

But public sector corporation can not benefit from outdoor advertisement and till they

change their attitude towards outdoor advertisement (that it's used only by private profit

making corporations.) They should also employ staff with the skins and know how in

implementing those ideas int.o visible .outdoor adverts that will help them, communicate

to their desired targeted group. It's also important to prioritize on what will benefit the

corporation the most, and in this case advertising is something that should be given a lot

of priority because these is the most affordable way to reach the masses..

The researcher also looked for the most convenient and economical outdoor

advertisement media that public sector corporations can employ in informing the public

in developing country such as Uganda. AH these will help them in improving their

service to their clients, hence they will eventually increases their revenue; create awareness as wen as attainment of corporation's objective.