Best Practice
Advertising to women
Roderick White
Women may account for as much as 80% of all consumer purchases (5) even in China (8) and are the target group for the majority of all advertising (2). So it is legitimate to ask why it should be necessary to treat them as special in some way (2).
There are, in fact, several reasons for doing so:
- women's roles in society have changed dramatically over the last 50 years, and many ...