Mobile billboards lend themselves to photos of the candidate, to slogans, and to publicizing a URL. They are inexpensive and so a campaign can afford to saturate the market - hitting each potential voter multiple times - familiarity with the candidate breeds comfort. Mobile billboards are excellent for building name recognition. This medium also lends itself to "persuasion by repetition" campaigns in which all the billboards echo one theme. Mobile billboards are a perfect medium for a political campaign:

• 90% of potential voters in your state use the highways. Nationwide, 250 million Americans (190 million potential voters), regularly use our highways. The highways are America's universal meeting ground - mobile billboards is a medium that reaches virtually every man, woman and child. A universal medium for universal suffrage.
• Each mobile billboard set (one on each side of the trailer and one on the rear) will deliver one million impressions per month, so several hundred will deliver billions of impressions over one year. To match that number of impressions, and to reach people from every facet of American life, a campaign would have to advertise in every edition of virtually every magazine. This medium offers a terrific opportunity to get a huge number of people thinking about your candidate and his issues.
• People notice mobile ads. People in cars are alert, not dozing, and they are often bored - mobile ads are their entertainment. Studies show that 91% of people notice mobile ads, and further, 35% of people study them closely.