IMPROVING THE MANAGEMENT OF OUTDOOR ADVERTISING ACTIVITIES TO ENSURE CURRENT URBAN AESTHETIC AND SAFETY IN VIETNAM

Abstract

Along with the general development of the country, the cultural and spiritual life of society is also renewed and developed day by day. In particular, commercial advertising with the explosion of technology applications is a highlight that has changed the appearance of many cities across the country. Outdoor advertising is always at the forefront of communication and brand promotion because it always innovates and approaches modern technology, adapting to the market and meeting the communication needs of businesses. However, along with that, there are consequences and many new and complex problems that have arisen that the state's mechanisms and policies have not yet changed appropriately, and advertising management and urban advertising planning have not yet changed. The market has not yet caught up with the explosion of diverse media. That forces us to look seriously and frankly at the current shortcomings in outdoor advertising management and find solutions and sanctions.