There's a simple rule to effective outdoor advertising: less is more. Try to stick to one benefit or promise. Unless you're speaking to a target audience that is stuck in traffic, assume they have only a few seconds to read your message. Simply put, If you try to say everything, you'll communicate nothing.

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PAUL BLANCHARD:CREATIVE

“TELEVISION ISN'T A MEDIUM.

  IT'S AN EXTRA LARGE.”

-ERNIE KOVACS

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