Billboards are the main outdoor advertising tools. There are different types of billboards:rntraditional, mechanical, digital and mobile. Traditional billboards are the most prevailing types inrnAddis Ababa. It has not been so long since billboards flourished as one of the principalrnadvertising techniques in the Nation's capital. Traditional hand-painted billboards have beenrnlocated at or on a certain distance from the company's main office mainly to drive the flow ofrncustomers to the company. This study was conducted to see how well the billboards in AddisrnAbaba are performing in the judgment of Marketing Management students of Addis AbabarnUniversity and to propose measures in order to alleviate any problems cited by the participants ofrnthe survey. The reason marketing management students have been selected was that thernresearcher aspired to present the opinions of marketing professionals and that most of the thingsrnsolicited in the questionnaire were unfamiliar to non-marketing people. Since there is lack ofrnprevious studies on this matter, this study aims at becoming inspiration to individuals who wouldrnlike to do a research on this particular topic. In the fulfillment of this study, conveniencernsampling method was implemented and regarding to data source, both primary and secondaryrndata were used. According to the respondents, the main problem of the billboards is lack ofrnmessage clarity followed by poor resistance to severe climatic conditions. More than a quarter ofrnthe respondents feel that the billboards are not easily understandable. In order to tackle this andrnother presumed limitations of the billboards, respondents recommended actions to be taken suchrnas clarifying the message, using creative graphics, varying the billboards' size, using durablernmaterials, etc. On the contrary, elaborated pictures and graphics were mentioned as the mostrnsignificant strong sides of the billboards. There are no known rules and standards governingrnbillboard adverti sing in Addis Ababa. The study advi ses the formulation of such rules andrnstandards and also the formation of an authorized body for the enforcement of the rules. Thernstudy also urges billboard advertising agencies to establish a team of people possessing differentrnskills that will improve the effectiveness of billboard advertisement.