Outdoor advertising for business markets

A review of the history and current prevalence of outdoor advertising suggests that although the medium is very effective it is not widely used in business-to-business markets. A case for using outdoor advertising is deductively made based on the unique characteristics of business markets such as: geographic concentration of buyers, need to target buying center members, advantages of having integrated communication, possibility of creating derived demand, and targeting trade shows. This paper offers recommendations on when and how to use outdoor advertising based on unique business market characteristics, industrial promotional objectives and business product classification. Research propositions and directions for future research are offered.