Advertising can be a very tricky business. The right answer for one marketing campaign may be the completely wrong answer for another campaign. That’s why you have to ask the right questions at the right times.

Browsing through the newspaper, I came across a full page ad for the Bank of Montreal (BMO) and its high interest savings account. The ad proudly proclaims that you can earn 1.25% interest in you maintain a minimum balance of $5,000 and you receive one free fund transfer per month.

The trouble with an ad that is closer to “full disclosure” like this is that it is automatically compared to competitors by discerning consumers. Those in the know, for instance, may be aware that ING Direct currently offers a better interest rate (1.30%), no minimum balance requirements, and unlimited free fund transfers per month. There’s also a $25 signup bonus if you use Orange Key 16449274S1.

In this case, the BMO ad may ultimately work against their objectives. It may have been more effective, given the circumstances, to be a little less forthcoming, inviting potential account holders to speak to their local BMO representative. This isn’t always the case, however, as full disclosure can be more effective under other circumstances.