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This story appears in the July 1996 issue of Entrepreneur. Subscribe »

If the point of advertising is to increase your company's exposure, you can't do much better than billboards. Although somewhat pricey (typically $3,000 or more a month), a well-placed billboard could be the boldest way to attract customers.

Billboard advertising isn't for everyone. Service and consulting businesses, because they generally require lengthy explanation, aren't suited for billboard exposure. On the other hand, retail stores and restaurants are perfect for this medium. The key is knowing how to do it right.

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