The way you advertise events should be dictated by your target audience, otherwise your marketing efforts are going to fall short of their unique expectations and desires. There are several factors to consider, but these are just a few:
Age & profession : Is this a large group of aspiring professionals or a smaller group of successful executives?
Values and interests : Event managers should key in on the different motives that inspire their target audiences. For instance, someone in the engineering space has a very different idea of useful information than someone in brand marketing.
Exicon : The industry terms professionals use differ greatly from sector to sector. Make sure that the copy you use in your ad aligns with the language your target audience is comfortable communicating in.