The Media and Outdoor Advertising Case Study: Kampala, Uganda

TABLE OF CONTENTS

DECLARATION ...................................................................................................... !

APPROVAL ............................................................................................................... !

ACKNOWLEDGEMENT ........................................................................................ II

DEDICATION ......................................................................................................... III

LIST OF TABLES ................................................................................................... IV

LIST OF ILLUSTRATIONS ..................................................................................... V

ABBREVIATIONS ................................................................................................. VI

TABLE OF CONTENTS ........................................................................................ VII

CHAPTER 1 ............................................................................................................... 1

BACKGROUND ........................................................................................................ 1

STATEMENT OF THE PROBLEM .................................................................................................... 7

AIM OF THE STUDY .......................................................................................................................... 8

OBJECTIVES OF THE STUDY .......................................................................................................... 8

PURPOSE OF THE STUDY ................................................................................................................ 8

JUSTIFICATION OF THE STUDY .................................................................................................... 9

RESEARCH QUESTIONS .................................................................................................................. 9

SCOPE OF THE STUDY ................................................................................................................... 10

ETHICAL CONSIDERATIONS ........................................................................................................ 10

CHAPTER 2 ............................................................................................................. 11

LITERATURE REV! EW ··················································································································· I I

CHAPTER 3 ............................................................................................................. 18

METHODOLOGY ............................................................................................................................. 18

Research Design ................................................................................................................................ 18

Area of population description ..... . . ... 19

San1pling strategies ............................................................................................................................. 19

Data collection 1nethocls ...................................................................................................................... I 9

Liinitations of the study ...................................................................................................................... 22

Deii1nitations ....................................................................................................................................... 22

CHAPTER 4 ....................................................................... ...................................... 24

FINDINGS AND DATA ANALYSIS ....................................................................................... 24

CHAPTER 5 ............................................................................................................. 59

CONCLUSION AND RECCOMENDA TIONS ................................................................................. 59

BIBLIOGRAPHY ..................................................................................................... 60

APPENDICES .......................................................................................................... 61

APPENDIX I. flNANCIAL PLAN (BUDGET) ............................................................................... 61

APPENDIX 2. WORK SCHEDULE .................................................................................................. 61

APPENDIX 3. QUESTIONNAIRE .................................................................................................... 63

APPENDIX 4. INTERVIEW SCHEDULE ........................................................................................ 65

APPENDIX 5. MAP OF UGANDA ............................................................................ 68