Positive Attributes

* Provides for 24-hour exposure of the advertising message.

* Offers creative flexibility for size, shape, coloration, and three-dimensional display.

* Is the second most geographically selective medium (behind direct mail).

* Offers the opportunity for advertising exposure at or near the point of product purchase.

* Is considered the most cost-efficient of all major media forms.

* Has unlimited reach potential.

* Allows delivery to multiple household members simultaneously (e.g.,
while members are in a car).

* Can be used to direct people to specific locations while they are traveling--commonly called directional boards.

* Can produce high levels of frequency.

* Can allow movement to be displayed.


Negative Attributes

* Does not allow for effective presentation of extended advertising copy.

* Has a short duration of message delivery--usually six to eight seconds for motorists to see and read.

* Offers limited demographic flexibility.

* Requires a relatively high out-of-pocket cost for broad coverage.

* Is not available in all geographic areas.


This resource is (c) NTC Books, and is excerpted from "Introduction To Advertising Media" by Jim Surmanek.