The consumer's contact with the advertising message is short, therefore, within 3 - 5 seconds, the message should:
- Attract attention
- To be understood
- Should trigger the respondent's need for the product
- And bring the client to the point of sale of this product
If the design of the layout is not intelligible, full of information, unremarkable, the advertising message will pass by the consumer.
Conscious perception of outdoor advertising by the consumer occurs only in a number of cases:
- Repetition of the same type of image is in progress.
- The media is in a non-standard format.
- The "teaser" is applied.
- Dynamic media.