Tips for Getting to Know Your Audience
http://www.iabc.com/rf/rprimer.htm

Reagan, Joey
Communication World Bulletin
2003

Abstract:

Effective communication requires understanding the target population and how it operates. That need to understand runs the gamut: sometimes it's simply information gathering, other times it's copy testing, or it may mean monitoring the effectiveness of a campaign. But before you start any campaign, you need to know your audience.