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forumworkshop

FORUM WORKSHOP

continued...

The only ones who notice are those new to the

area. The sign should be distinctive enough to

serve as an enduring symbol of your business,

reminding people that you're there and what

you sell.

BILLBOARDS REACH VERY

BROAD AUDIENCES

When you're starting the business or when you

want to reach the broadest possible market, you

may want to consider the merits of billboard

advertising. Billboards communicate something

to everyone who passes that way. They

can be expensive to use, however. Cost is a matter of

the size of the sign, the production costs

involved, and the visibility of the location. Most

billboards constitute roadside attractions along

highways and byways. In recent decades the billboard concept has evolved into more of an

ever-present advertising medium. Walk the

streets of any large city and you'll face paid advertising:

on the sides and insides of buses,

taxis, & trains; lining the platform at commuter

rail stations; and gracing sidewalks, bus stops

& buildings. Even indoors, billboards have

found a place for themselves in poster-sized advertisements

to be found wherever people

might see them, including rest rooms.

You might think with so much signage vying

for the consumer's attention, the message of a

billboard would be lost in the clutter. The

human eye, though, constantly seeks

out new stimulation in

the environment. A

billboard provides that stimulation.�

Page 42 OCTOBER 2017 | RETAILERS FORUM MAGAZINE

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