Where Should Your Call to Action Be?

Mark harrolton started a trend where he made the coupon go away altogether. And now the calld to action instructions were just buried in the copy at the end of the ad. In others, no coupon, so you don't have to destroy your magazine by cutting out the coupon. Just go get a plain piece of paper and write your name and your address and so forth on it. So, you know, one real issue here is, where are you advertising and and what does the rest of the space in there look like? Where should your entire call to action be?