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STEP 2 – The Message
Clearly establish your advertising message. The message should ideally have one core objective along with secondary objectives that support it.
The key to any advertising is to encapsulate your primary message in a single thought, line or image. This relates to all mediums (TV, Press, Internet, etc.) but is mandatory for OOH.
The message must not be confusing as the viewing time available on an OOH media is very short, especially with highly mobile audiences. The audience should require no more than 6 viewings to have understood the message.
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