Billboard Advertising - article by MOREinfo-About.com

Billboard Advertising

There are some who argue that highway billboard advertising is hazardous, as it detracts driver attention, but such arguments have not lessened the popular form of billboard advertising. Billboard advertising is sometimes more concentrated near major junctions, or at stopping points on highways where motorists, when they pause for gas or refreshment, will have longer time to view the billboard advertising message. Billboard advertising is also often seen at the junctions of highways near and around major cities where there is constant heavy traffic.

Billboard advertising challenges the creators of such advertising, as the message must get across to the viewer at a glance. This demands that billboard advertising art, or visuals, must be large, brightly colored and clearly defined. If a product is shown in billboard advertising, it needs to be BIG. Similarly, the verbal message in billboard advertising must be short and succinct...expressed in three or four words preferably. When such billboard advertising is prevalent, the passerby only needs to get a glance at the artwork to know the message.

A precursor to billboard advertising was the use of small signs placed in sequence along a highway, usually four or five perhaps a hundred yards apart, delivering a message a few words at a time. These small signs were popular in an earlier time, when highways were often two lanes and traffic was thinner and less hurried. A popular shaving cream was one of the products advertised in these small billboard advertising signs.

Billboard advertising was a highly successful medium for cigarettes until banned. It was easy to show a smoker...or a package...with a short slogan...easily delivering the message at a glance. The same is true for beverage advertising. billboard advertising is ideal, whether the drink is alcoholic or not. The visuals and the slogan or a three or four word comment get the billboard advertising message across quickly.

Billboard advertising is almost always a support medium for advertising on TV, radio and in print. Rarely is a concept or slogan developed specifically for billboard advertising. The exception might be billboard advertising for a special event in a local area. When the billboard advertising is used to support other national advertising, the slogans or selling points have already been established, and the billboard advertising will simply reemphasize them in short, direct and bold manner. Billboard advertising is an excellent support medium, or a good medium for a special event. Either way, billboard advertising is here to stay.

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