Written by M H Ahsan

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 dictaterepparttar style of your banner ad.

Gathering Internal Data There are plenty of ways to gather information aboutrepparttar 141524 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 and what didn't. As long as your target market hasn't changed, you can take cues from earlier successes or failures.

Gathering External Data Whether you have a history of ad campaigns or are starting from scratch, gathering new data about audience sensibilities is relatively simple. You can use some rudimentary questionnaires before you ever have a banner ad design in mind.

All you need is a group of test subjects who fit your target demographic. To pinpoint their sensibilities, show them various existing ads, font styles, layouts, shapes, phrases, and color palettes. Then use their preferences to guide you stylistically in your banner ad design.

Change, or Reinforce?

Written by Robert F. Abbott

Do you know aboutrepparttar distinction - and it's a useful one - between communication that tries to reinforce and communication that tries to get change?

If you follow politics you'll already be familiar with this idea: Incumbents send messages that reinforce existing voter behavior, while challengers call for changes.

Any thoughtful marketing communication (and political communication is marketing communication) will be strongly influenced by this distinction, which affects not onlyrepparttar 141500 content, but alsorepparttar 141501 presentation, and perhaps evenrepparttar 141502 medium.

For example, suppose you own a bookstore and every couple of months you send a newsletter to all residences within a two mile radius.

Now, if you have good market share and you're profitable, you won't want to rockrepparttar 141503 boat. You'll want to reinforce existing behaviors (which include buying at your store).

Onrepparttar 141504 other hand, if you just opened a new bookstore and need to take market share from other bookstores, then you want change existing book buying behavior.

Another example: Suppose your employee safety program has worked well forrepparttar 141505 past year and you want to maintainrepparttar 141506 practices that led to this longest-ever period without an accident. Your communication would reinforce. Onrepparttar 141507 other hand, ifrepparttar 141508 safety record was unacceptable, you would try to get change through your communication.

In a change situation, we want to upsetrepparttar 141509 status quo, to challenge existing beliefs and ways of doing things. That meansrepparttar 141510 words and style could be somewhat inflammatory.

We can do this by making bold claims or allegations: Just listen to, or look at, advertising claims like these: "If you shop at Joe's Bookstore, you may be paying too much!" or, "Drive a bit further and save a lot more at Jane's Bookstore!"

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