Tuncalp, S.2019-02-132019-02-1319940923-5957http://hdl.handle.net/11693/49468Although this paper did not form part of the programme for the Dubai Conference it deals with an important topic regarding advertising in this area. Outdoor advertising is a very effective marketing tool in Saudi Arabia, the most lucrative market in the Middle East. But, warns the author of this paper, before embarking upon a fully-fledged outdoor advertising campaign, do your homework thoroughly.EnglishArticle