DESIGNING ADS FOR YOUR TARGET AUDIENCE
So you've done your research into your target audience's in
technical sophistication, and you've decided which technology
you can safely and effectively use in your banner ad. This is a
great start, but there's still something more you should know
about your audience: their "sensibilities." What appeals to them
visually? What "lingo" do they use? Do they respond to hard-sell
tactics or are they alienated by them? Answers to questions like
these will dictate the style of your banner ad.
Gathering Internal Data There are plenty of ways to gather
information about the stylistic sensibilities of your target
audience. Start with your company's own advertising history, if
there is one. Even if they weren't Web-based, previous ad
campaigns can reveal what worked stylistically