Marketing to Women: Addressing Women and Women's Sensibilities

Articles from Vol. 18, No. 12, December

Gays/lesbians Are Receptive to Advertising
Gay and lesbian consumers are more receptive than their heterosexual counterparts to TV and print advertising, finds a study by Harris Interactive and Witeck-Combs Communications. Fewer than half (46%) of gays and lesbians feel that print ads "clutter"...
Greeting Card Marketers Look beyond the Tried-and-True to Reflect Women's Lifestyles and Interests
For greeting card companies, women aren't just an important market, they're the market. The Greeting Card Association estimates that women buy more than 80% of all greeting cards, but greeting card marketers put that number closer to 85% or 90%. ...
Making Beer More Girly
It's refreshing to see the "old standbys" of the advertising business stood on their heads. And it's always interesting to see how companies address the challenge of marketing a historically male-targeted product to women. Sometimes, though, the strategy...
Moms Vote for Reality and Humor in Advertising
Moms are looking for more reality and less perfection in portrayals of women in advertising, according to a Parenting magazine survey of its nationally representative MomConnection panel. Moms believe that advertising and media set an unattainable...
More Women Than Ever Are Considering Adoption
More and more women are expressing interest in adopting children, finds a report by the Urban Institute commissioned by the National Adoption Day Coalition. The number of women interested in adopting children grew 38% from 13 million in 1995 to 18...
Reliability and Fuel Economy Are Women's Top Car Concerns
Reliability is women's top concern when they're shopping for a new or used car or truck, according to an Impulse Research Corp. study for Cars.com. Nearly three in 10 (27%) women cite the car's reputation for reliability as their top priority, followed...
Women-Owned Businesses Are Growing Fastest in Non-Traditional Fields
Women-owned businesses in industries considered non-traditional--construction, agricultural services, transportation, public utilities, and communications--are growing much faster than those in fields where female business owners have traditionally...
Women's and Men's Brains Process Humor Differently
Scientists are beginning to chart the biological reasons for some of the behavioral differences between women and men. A recent study by neurologists at Stanford University has uncovered differences in how women's and men's brains process humor. The...