It is axiomatic that signs and banners exist to convey information to the people who view the sign or banner. By the very nature of a sign or banner it will convey whatever information it contains to whoever happens to see it. It is in its essence non-discriminatory in other words. Now, a sign or banner can certainly be placed in a location where it is more likely to be seen by a specific audience, however, the exposure to this particular audience is only a statistical likelihood and by no means a certainty.
It is also axiomatic that signs and banners are non-interactive modes of conveying information to an audience. Put another way the person who views the sign or banner can not derive additional information from the sign or banner over and above that which is displayed within the content of the sign or banner. Of course with technology it is possible to design a sign or even banner that is more interactive through the use of electronic touch screens, however, the traditional sign or banner does not generally possess this ability.
Finally, even though a sign or banner displays information and is positioned in such a way as to be available to a specific intend audience there is no guarantee that said intended audience will react in the way the designer of the sign or banner intended. The audience might not see the sign or banner, for example. Even if the intended audience sees the sign or banner they might choose not to react to it either because they misconstrued the information displayed or the information was not compelling to them for whatever reason. Because all people possess