在广告发展史上,无论是国外还是国内,最古老,最早出现的广告,如招贴幌子等都属于户外广告范畴。作为最古老的广告形式之一,户外延续了数千年,直到20世纪。但户外媒体又因其调研指标复杂,单一媒体分散且数量巨大等因素,被成长迅速的“四大媒体”(电视、报纸、杂志、广播)排除在外。然而它在广告战役中展现的重要性从来就没有人质疑过。 In the history of ad development, both the foreign and domestic, the oldest, the earliest appeared advertisements, such as poster cover, belong to the field of outdoor advertising. As one of the oldest forms of advertising, the outdoors lasted thousands of years until the 20th century. However, the outdoor media are excluded from the rapidly growing “Four Media” (television, newspapers, magazines and radio) because of the complexity of their research indicators, the fragmentation and huge number of single media. However, it has never questioned the importance of its display in the advertising campaign.