Message placement

AT LAST!!!

Reliable & Affordable Health Insurance

Call ###-###-####

If you were too see the message above on a cardboard sign plastered to a bulletin board at your local Starbucks (or worse, stapled to a telephone pole at the intersection by your house), you wouldn't think twice about not calling the number, or taking it seriously (I hope).

But if you took the same message and had the ad designed by a creative agency, and put up on a billboard just off the highway (or aboard a commuter train or bus), you might just reconsider.

Going along with what you say and how you say it, where you communicate your message probably matters just as much in getting the right person to pay attention and to care.