Being Wordy The viewer has only 6 to 8 seconds to

read your message.

Get to the point and make it snappy.

Tiny Syndrome

Size matters.

Your design’s typeface should be at least 20” tall.

Three feet or taller is ideal.

Putting all your eggs

Sometimes running on the highway, where traffic counts are highest, makes

sense. Sometimes it doesn’t.

Think about the route patterns your target customer takes each day. Placing

your ad in town might be smarter.

in the highway basket

Missing a Free Lunch Rookie advertisers may not realize they can usually negotiate a free ad

copy change during long-term (12 months) contract terms.

Being Non-Committal Outdoor advertising really needs 60 to

90 days to be effective.

A good rule of thumb is to run at least 6-month terms for the larger “permanent”

billboards, and 90-day terms on the smaller poster panels.

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Sooo much more where this came from…

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