The POU (Pit-Oct-Unc) family transcription factor Brn-3a contains two distinct activation domains, one at the N terminus of the molecule and one at the C terminus coincident with the DNA binding domain. These different activation domains have been shown previously to differ in their ability to activate an artificial test promoter containing a Brn-3a binding site and the naturally occurring ␣-internexin gene promoter. Here we identify the target site for Brn-3a in the ␣-internexin gene promoter and show that it can confer responsiveness to Brn-3a on a heterologous promoter. One of the single-stranded DNA sequences derived from either this novel Brn-3a binding site or from the previously characterized site in the test promoter are shown to bind Brn-3a preferentially compared with the complementary single strand or the corresponding double-stranded sequence. The pattern of responsiveness of these two sequences when cloned upstream of the same test promoter and co-transfected with constructs encoding various portions of Brn-3a indicates that the activity of the two Brn-3a activation domains is dependent upon differences in the context of the target sequence in each promoter rather than on differences in the target sequence itself.The POU (Pit-Oct-Unc) family of transcription factors play a critical role in the regulation of gene expression in neuronal cells acting by binding to sequences related to the consensus octamer motif ATGCAAAT in the promoters of their target genes (for review, see Verrijzer and van der Vliet (1993) and Wegner et al. (1993)). The Brn-3 family of mammalian POU factors are of particular interest as the mammalian factors most closely related to the nematode POU protein Unc-86 whose inactivation results in the failure to develop specific neuronal cell types particularly sensory neurons (Desai et al., 1988;Finney et al., 1988). Three mammalian Brn-3 factors encoded by distinct genes exist (Theil et al., 1993 and are known as Brn-3a (also known as Brn-3.0: Gerrero et al., 1993;Lillycrop et al., 1992), Brn-3b (also known as Brn-3.2: Lillycrop et al., 1992;Turner et al., 1994), and Brn-3c (also known as Brn-3