Defining a presentation format targetable to a demographic by distributing a questionnaire to a terminal connected to a distributed computer network for interactive presentation to a representative in order to elicit selections from the representative, obtaining selections in response to any such interaction, determining preferences based on the selections using code executing in a processor, including positive preferences concerning affirmative selections in response to the interaction with the questionnaire, negative preferences from un-preferred selections in response to the interaction with the questionnaire, or both. The determined preferences are transformed into an integrated passcode using the processor so as to be representative of the selections, the passcode being a representation of the determined preferences for use in defining the presentation format and is used to establish presentation parameters in a message that is delivered over the network to the demographic. A tendency passcode can be defined which combines multiple integrated passcodes.