A Reasearch Paper: Standardization and Compliance of Advertisement Management Practice by Local Government in Selangor
Purpose: The purpose of this research is to establish the advertisement management practice among local government with a standard guideline or regulations in providing the right services for advertising business in Selangor State. Four (4) elements are consider include Advertisement Business License; Cleaning of Advertisement; Law Enforcement; and Advertisement Permission and Planning Approval.
Background: In details, this study shows the specific functions, purpose and objectives with regard to advertisement management. As a third level government of Malaysia, the functions of the local government should to directly tackle advertising issues whereby the local government should implement the best practice in organizing, controlling, managing and planning control about advertising activities following the standard of advertisement management.
Design/Methodology/Approach: This research purpose a research model that includes linking Standardization of Advertisement Management with Compliance of Advertisement Regulations, in which Human Resource and Technology become the mediating variables. The data was collected randomly among personnel from all departments in Petaling Jaya City Council (MBPJ). From a total of 400 questionnaires, 271 were returned (response rate of 67.75%) and only 240 were considered for further analysis. The data were analyzed using partial least squares structural equation modeling (PLS-SEM), using the SmartPLS software 3.0.
Results/Findings: The analysis found that all seven hypotheses were supported except for two relationships, i.e. the relationship between Technology and Compliance with Advertisement Regulations is not significant, and Technolgy does not mediate the relationship between Standardization of Advertisement Management and Compliance with Advertisement Regulations. Moreover, the findings also reveal that there significant or strong relationship between Standardization of Advertisment Management and Compliance with Advertisement Regulations, as well as the significant role of Human Resource in the relationship. This finding may help Malaysia’s local governments, perhaps as a preliminary investigation, in their effort to strengthening their revenue generation through a better advertisement management.
Conclusion and Implications: For the future study, the best advertisement management in terms of its revenue collection as well as a good income per year in Selangor State.