Like any good advertising, a recruitment ad must talk to the target or audience that you are trying to attract.

An effective recruitment ad will talk to the prospective Professional based on what motivates them to respond. Good recruitment advertising, just like effective Madison Avenue consumer advertising, identifies the target markets or audiences by their different age groups, socio-economic status, buying habits, TV viewing habits, radio listening habits, hobbies, and personality types. We are concerned not only with WHAT they buy, but also with WHY they buy a certain product. (The who, what and why's are what we term demographics and psychographics). Therefore, we concentrate on both demographic and psychographic research before we can create a recruitment ad. A cute ad is meaningless. To be meaningful, every component in ad should have some purpose to achieve the end goal of motivating someone to respond!

An ad based on research and targeted to your audience based on what motivates them is all important. By understanding and then applying demographic and psychographic research, you can create an effective ad, just as they do in Madison Avenue advertising.