Reklama zewnętrzna w komunikacji marketingowej miast i regionów
Outdoor advertising in cities’ and regions’ marketing communication

Summary/Abstract: Increasingly, local governments use in their communication activities outdoor advertising. It has been noted that, although the consumer’s attitude toward advertising is generally not very positive, the acceptance of outdoor advertising is higher. This form has many advantages, including impact on many human senses, it cannot be turned off (running 24/7), it is massive. To effectively exploit this advertising in marketing communications it has to be properly planned. In this paper, on some examples, there are presented the characteristics of this advertisement and there are indicated its various forms, depending on the objectives and recipients.

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