Consists of advertising on a large outdoor poster in public places, typically in high traffic areas such as alongside motorways, or on the side of buildings at the roadside of towns and cities. Rent is usually charged according to the amount of traffic that passes the location of the billboard and size of the billboard. General advantages associated with billboard advertising include: Repeatedly seen, 24 hours a day, encourage brand awareness, may encourage impulse buying, and low cost. Disadvantages include: message must be short and simple, cannot target socio-economic groupings, rarely attracts reader’s full attention, and difficult to measure effectiveness.