Traditional thinking would say the bigger the sign the more attention it will grab. That 200 ft billboard in Times Sq is ultimately what you are looking for, if cost weren’t a concern. But in Times Sq you have no idea who you are reaching. New Yorkers, tourists, old people, children — you get the full spectrum of the consumer market. And unless you’re somone like Google, your target market does not run the full spectrum. Billboards are loud, but they aren’t selective. Now, what about that coffee shop down the street in your neighborhood. The audience isn’t huge, but it’s certainly selective; you know who goes in there and what they are looking for. Conspicuousness is not the holy grail of advertising, especially as the marketplace get’s more crowded and louder. Placement and context is becoming increasing more important: chisels, not chainsaws.
