Outdoor billboards or posters or hoardings is one important advertising medium. Transit advertising ( inside the buses, outside the buses, on taxi-cabs, on suburban railway coaches ) is another example of out-of-home advertising. The audiences of both outdoor and transit advertising are different.
Hoardings are controversial since they disfigure the environment. But they are extensively used. Automobile products, beverages, fast moving consumer goods, retailers, fashion goods and movies are the frequent users of outdoors. If used artistically, outdoors are the first stepping stones to an upcoming artist.
Outdoors copy should arrest the attention quickly.
How to Make Effective Outdoors
Outdoor ads should be brief and to-the-point. They should be easy to understand. It should use the big idea to register its presence. It should use good graphics and bold lettering, at least 12″ in height so as to be read from a distance. Colour scheme should be such which improves readability, say black on yellow, red on white. The message can be localized. Humour has worked well outdoors. Outdoors can announce news, as a few posters can cover the entire city. Outdoor can carry direct marketing messages. Outdoor is a good reminder medium.
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