The target group can be found in various places, thus the medium of advertising has to be fitting: always know your target group, who they are, what they do, what are their values and where to find them, to name a few.
A roll-up next to an expo stand might fail in its purpose when placed facing the wrong direction of people walking by. Also, the content of the said roll-up has to be interesting and laid out in a way that is easy for the eyes. Too much information (full of long text paragraphs) and poorly positioned logos and contact information (at the very bottom of the 2 meters high stand) will not serve the purpose the roll-up was created for: to spark interest in the cause, product or a service.
In these cases, the potential customers are more likely to walk by.
When I was still in school, most information from the school to the students was printed on a billboard that (surprise!) no one either knew even existed or never went to check out for possible updates. This caused several misunderstandings or failed campaigns just because the target group had not seen the message.
This misplacement of important information is a big problem in places with a lot of people coming and going. Thanks to smartphones most of us have schedules with internet connection in their pockets, but is that enough?
How often have you run into an information accessibility problem?
Let me explain: you go to an info desk with a question. The employee tells you to go to their website and look it up from there. You ask specific route to find the information, but the person shrugs it off by saying "it's there somewhere."
That is like going to a library without any shelf numbering or signs directing you the correct section!
Every marketing campaign and posted information should have a thoroughly thought out communications plan, or at least someone to take responsibility that the information will reach the target in time.
Think about where is the info going to be posted? Do you send an email, make an in-house newsletter or a print out on a notice board? Can and will your target group access it and can they understand it?