What are the advantages of billboards?

Answer 1

i am an executive with 26 years experience in the radio business, so you know my bias.

questions about effectiveness of media are influenced by too many factors to count. to begin with, WHAT you say is usually more important than WHERE you say it. a billboard that says, "FREE FOOD THIS EXIT," will out-perform a vaguely worded radio commercial about how nice your restaurant is.

also, your budget plays a key role in the equation: do you have enough money to make a significant impact on whatever audience is in question?

radio and billboards are often used in combination because they reach consumers who are AWAY FROM HOME: they are closer in time to when they will make their next purchase. today's families also suffer from TIME STARVATION, which means media that reach them, "on the go," are increasingly attractive.

radio has substantial strengths when we compare the two. it uses the sound of the human voice. this is infinitely more compelling that any printed word. the :60-second commercial is still the standard unit in radio, and it allows advertisers to explain servicesin substantial detail. radio is often called a, "frequency medium," because it lets you reach your customers with a large amount of repetition in a short period of time.

outdooradvertising is strongest when used to convey a short message, especially one tied to a specific location. new technology has enabled outdoor advertisers to use color Photography, even movement, to make their messages more noticeable. and of course, outdoor is a way to reinforce messages made on radio or TV.

so, there's no easy answer to this one. examine the issues above and perhaps they will point you in the right direction.

Answer 2

- Big billboards, easy to see and catch peoples eye.

- Can reach a range of target markets (or a specific one is billboard is place in a certain area)