12.01 Outdoor: Overview Outdoor billboard advertising is a powerful medium. It supports and reinforces communications in our other advertising and direct response media, and helps us reach a wider audience because of its placement and scale. As Out of Home media vary so greatly by market and by medium, please refer to the vendor’s specifications for and requirements e.g., minimum/maximum font sizes, etc. If vendor specifications or government regulations preclude you from adhering to the following guidelines, please obtain Corporate approval before finalizing any advertising materials. Keep these points in mind when creating outdoor advertising: – Billboards should communicate only one message. – Make the primary headline short and direct. – Position secondary text apart from the primary headline. – Use only GE Inspira and colors from the advertising palette. B2B Print Advertising Version 1.0