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,户外广告延续了数千年,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 advertising development, both foreign and domestic, the oldest, the earliest advertisements, such as posters and scorpions, belong to the outdoor advertising category. As one of the oldest forms of advertising, outdoor advertising continued for thousands of years until the 20th century. However, due to the complexity of its research indicators, the dispersal of single media, and the huge number of outdoor media, outdoor media was excluded from the rapid growth of the “four major media” (television, newspapers, magazines, and broadcasts). However, its importance in the advertising campaign has never been questioned.