Ad Age Articles
WHAT'S THE SKINNY ON WOMEN IN ADVERTISING?
It's Up to Advertisers to Change the Norm
A recent Villanova University study reported that ads featuring lean models made women feel worse about themselves, but resulted in more favorable ratings for the brands advertised. Nonetheless, as of this writing, two out of three respondents to the Ad Age online poll asking, "Should U.S. marketers consider banning the use of super-skinny models in ad campaigns?" say yes, ban them. Bravo! Maybe we really have come a long way, baby.
August 26, 2008
MADDENED BY MAD MEN
Decades Later, Marketers Are Finally Coming to Understand Women's Buying Power
The media and ad industry have been all abuzz about AMC's "Mad Men," which started its second season this past Sunday. Critics adore it, millions watch it and apparently the ad industry worships it. According to The New York Times, the series has inspired commercials, designer fashions, department-store window displays, cigarette lighters, CDs and calendars -- even a mock issue of this very publication, Advertising Age.
July 28, 2008
HOW TO MARKET TO MOMS
Step out of the 'Mommy' Mentality and Find Out Who They Really Are
Mother's Day is a wonderful time for marketers to talk to moms. After all, mothers are the chief purchasing officers, or CPOs, of their households, making almost all of the spending decisions. From computers to cars, from airlines to appliances, from home improvement to high-definition TVs, women -- the majority of whom are moms -- make 85% of all household purchase decisions in the U.S. Smart marketers can't afford to ignore the power of mom's purse. New media is all the rage these days, and there are several vehicles that are doing a great job of leveraging the power of marketing to moms.
May 7, 2008
DON'T PAINT YOUR BRAND PINK
Why Targeting Women Won't Lessen Your Product's Appeal Among Men
Let's say you're the CMO of an apparel or jewelry company, a bank or a brokerage firm. Your innovation group has brought you the intriguing idea of going after the captive audience of cruise-ship passengers -- fresh prospects every week! -- and you're trying to decide whether your ship-shape new retail outlet should be on Cunard's Queen Mary 2 or Carnival Cruise Lines' Celebration.
October 16, 2007
HOW TO LAND A BOAT LOAD OF MONEY
Don't Discount the Over 50 Set
Let's say you're the CMO of an apparel or jewelry company, a bank or a brokerage firm. Your innovation group has brought you the intriguing idea of going after the captive audience of cruise-ship passengers -- fresh prospects every week! -- and you're trying to decide whether your ship-shape new retail outlet should be on Cunard's Queen Mary 2 or Carnival Cruise Lines' Celebration.
July 9, 2007
ARE YOU GETTING THE MOST GREEN FROM GREEN MARKETING?
The Answer is NO if You are not Targeting Women
"Green" is no longer just the color of money -- it's the color of marketing, too. Magazines, newspapers, TV shows, conferences, Hollywood celebrities and ads are sprouting up all over touting that "green" is the way to go. That's because green is here to stay, because it means money -- money in, not money out.
May 29, 2007
BIG ECONOMIC OPPORTUNITY IN MARKETING TO WOMEN
Act Now to Tap Into Women's Massive Spending Power
Are you looking for a leadership initiative that's really going to drive your organization? Are you looking for a new way to steal market share, grow sales and boost profit margins? Of course you are. That's why you get the big bucks. So let me ask you this: What are you doing to tap the No. 1 economic opportunity in America, the largest market segment in the world, the chief purchasing officers of just about everything consumer, corporate or small business? I'm talking about marketing to women.
April 2, 2007
SUPER BOWL FEMALE ADS: NICE TRY BUT NO CIGAR
Most Spots Were Off the Mark in Humor and Charm
Nice try but no cigar yet for female-targeted Super Bowl ads. Overall, marketers in this year's broadcast showed a new sensitivity to women consumers but most still didn't get the details quite right.
February 15, 2006
MARKETING WINES TO WOMEN
And Understanding How Men and Women are Different
Girls just want to have fun. And that means when women are choosing a wine, it’s not about ratings and scores (even when they are sipping some during the Super Bowl -- and you can be sure they were!). It’s about context. Who will she be sharing it with? What will she be serving it with? The bottle she pops open during the big game won't be the same one she selects when she is dining with a client.
February 07, 2006
THE SPIRAL PATH TO A WOMAN'S PURCHASING DECISON
Understanding and Exploiting Female Buying Behavior
What women really want ... drum roll, please ... is EVERYTHING! Good enough just isn’t enough when you are selling to women. When men set out to make a purchase they are looking for a good solution, something that fulfills their top two or three criteria. They shop by process of elimination and like to get their shopping done quickly so they can move on to other activities.
November 14, 2005
FEMALE CONSUMERS DOMINATE TRAVEL BUSINESS PURCHASING
But Many Service Marketers Look Past Them and Their Revenue-Boosting Potential
It’s not just Willie Nelson. It’s you and me and lots of others. The U.S. Department of Transportation estimates American business travelers take 405 million business trips a year. I spent about 80 nights in hotels last year and racked up enough frequent flyer miles to earn some pretty nice privileges -- that is, if there still were any these perks left (sigh).
October 24, 2005
TARGETING A POWERHOUSE FEMALE DEMOGRAPHIC: OLDER WOMEN
Why Mass Mutual's New Web Strategy Hits the Mark
Why are marketers obsessed with youth when women between 50 and 70 are the golden bull's-eye of target marketing? This group is more educated, active and affluent than any preceding generation of women. Yet many marketers choose to ignore this economic powerhouse.
October 10, 2005
WHY DOVE IS LUCKY TO BE KNOWN AS 'THE FAT BRAND'
And Seven Tips for Successful Marketing to Women
Weeks after Dove and Nike first broke their separate "real beauty" ad campaigns, discussion and debate about the work continues to ripple through the advertising industry and consumer market.
September 19, 2005
WHY DID SUPER BOWL ADVERTISERS IGNORE WOMEN?
40% of the Audience Was Female but Ads Skewed Heavily Male
" There was a time when $2.4 million was a lot of money. You didn't spend that kind of coin without a pretty good reason to believe your advertising was going to create awareness, deliver a message or build your brand into a bond with your consumers."
February 14, 2005 |
