Target groups: Men

 

Science is now demonstrating that men and women have different genetic brain structures which lead to differences in how they tend to think and behave, including buying and shopping. Yet most marketin

Marketers are using Global TGI to scrutinise the fine details of cautious shoppers' behaviour in 60+ countries. This brief extract reveals that the reaction to the recession by business has been to c ...

Heineken developed Beertender in 2004 as the first home-tap system that could provide a fresh cold beer. As sales were in decline, the new objective was to create a platform to regularly communicate w ...

This case study looks at Pringles strategy during the 2006 FIFA World Cup, which was based upon The Pringles Dream Team and its website, www.pringleskeepyuppy.com. Due to the prohibitive cost of offic ...

To understand how brands might best use games for commercial communication, Mediaedge:cia conducted a global study. Damian Thompson, head of consumer insight, charts the growth of gaming and discusses ...

Using qualitative group discussions with men of different ages, Joel Conway, RDSi, argues that the shift in traditional gender roles and media emphasis on youth have important implications for today’s ...

In 1999 a study asked men around Europe what they thought of their lives: their jobs, their partners, their kids, their friends, women, sex, advertising? How did this differ by age from 21-65 years? H ...

This article demonstrates how presentation order, gender, and value relevance can influence advertising processing under different viewing situations. One study found that message order and gender inf ...

An unbiased comprehensive oversight synthesis of three decades of gender-related advertising research is undertaken. Seventy-six articles found in premiere marketing, psychology, sociology, and commun ...

This best practice article is devoted to advertising to men. As benchmarks, comparisons are made with advertising to women. The following differences are highlighted:- there is little published data o ...

The paper throws light onto the attitudes held by women, across ages and cultures, in the reality of the 'new' South Africa. It is based on a four month syndicated qualitative study undertaken in the ...

Explores the changing role of men in advertising. Notes that undoubted changes over the last 30 years, moving men from near-heroes to (often) wimpishness and vunlerability, has paralleled a changing s ...

The purpose of this study is to provide clear insights into the function and meaning television soap operas in everyday life, particularly for male viewers. Results suggest that male soap opera viewer ...

Examines the importance of 30-50 year-old men for the market. Their economic influence and career seniority are dominant ('the Power Generation'). Understanding this generation could be key to big mar ...

Describes the use of qualitative research to help detect trends in consumer behaviour and attitudes. The Playboy Mantrack Research (investigating attitudes of men in different age groups) serves as a ...