ABSTRACT
O Utdoor Advertising is only one of several media which the advertiser can use to convey his selling message to the consumer. Although there are occasions when a single medium may carry the whole burden — and the poster has been called upon to do this before now — it is more realistic to regard an advertising campaign as a combined operation. Each medium has its own contribution to make and the skilful integration of all the available advertising resources into a coherent whole is perhaps the most important task of the advertising agent.
