When you write anything (be it an advertisement or essay/paper), you will always need to keep your audience in mind. Audience awareness will help you determine what kind of language difficulty (or easiness) to use, what type of generational references to use, and/or what type, if any, pop culture references to use. An audience profile could comprise of age, gender, geographic location, education level, political affiliation, etc. And, this would greatly assist in knowing how to tailor your advertisement.