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