Pros - Outdoor Advertising can achieve high on frequency by reaching daily commuters in a particular area. It can be specifically targeted to upper-income neighborhoods and areas, reaching specific potential customers with disposable income. It can introduce a new product, remind potential customers of a local or national advertiser, and establish a single, strong selling theme. As a result, recall to outdoor advertising can be established quickly and effectively. Outdoor offers the advantages of color, choice, location, and flexibility in size, allowing the advertiser to be seen "bigger than life" for a long period of time.
Cons - Because Outdoor Advertising is in a fixed position, it can become passive after the same message sits in the same place for long periods of time. Unless the message is changed or moved frequently consumers tend to tune it out after a while. Outdoor Advertising can also be limited in its ability to present copy points or sales benefits as large text and a quick message is required to catch the attention of a passing motorist. Additionally, many people feel Outdoor Advertising has a negative effect on the scenery of their community.
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