Billboards can be very effective at reaching a wide audience, but may not necessarily have a high degree of conversion to sales. Breweries around the world have been very effective at using billboards and often they involve innovative concepts and many use humor to great effect. Humor is one way that billboards can be particularly effective, but Solomon M.E. (1992) suggests that, while humorous advertisements do get attention, especially those relating to alcoholic beverages, care must be taken to ensure that humor is appropriate for the product. While wineries might find it useful to use billboards as an advertising channel, it may not be appropriate to follow the lead of breweries and it would be advisable to seriously consider whether humor would be appropriate for their brand image.