What Works Best in Outdoor Advertising

1. Look for a big idea.

This is no place for subtleties. Outdoor is bold medium. You need a poster that registers the idea quickly and memorably. Shock the viewer into awareness.

2. Keep it simple.

Cut out all extraneous words and pictures, and concentrate on the essentials. Use no more than seven words of copy and one picture.

3. Personalize when you can.

Personalized posters are practical, even for a short runs. Mention a specific geographic area ("Mount Rushmore") or the name of a local dealer.

4. Look for human, emotional content for memorability.

It can be an entertainment medium for travelers who are hungry or bored.

5. Use color for readability.

The most readable combination is black on yellow. Other combinations may gain more attention, but stay with primary colors-and stay away from reverse.

6. Use the location to your advantage.

Many new housing developments capitalize on their convenient locations with a poster saying, "If you lived here, you'd be home by now." Use outdoor to tell the truck driver your restaurant is just down the road or your store is across the street. Tailor the language and the models to your consumer.

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