National billboard advertisers typically use 7 words and convey 1.2 pieces of information, while local advertisers use 13 words and 1.6 pieces of information. Research shows that billboard ads with 7 words or fewer have significantly higher brand recall compared to longer ads. The document recommends applying this knowledge by creating a plan to design a short billboard ad and implementing it within a week.
2. Principle for fast-exposure media How many words are on a typical highway billboard? _____ And how many pieces of information? ____ See the next slide for current practice. Adapted from AdPrin.com 2
3. WordsInfo National advertisers 7 1.2 Local advertisers 13 1.6 Why the difference between local and national? We suspect it is that the national advertisers are more likely to know the recommendations for their trade association and experts, who suggest using 8 words or less. Evidence on billboard ads An experiment showed that billboard ads with 7 or fewer words had half again as much brand recall (Blasko 1985).
4. Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. Adapted from AdPrin.com
