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Millward Brown Knowledge Points
Classic Speeches - 4As
Date: newest first
Date: oldest first
Marketing to UK mothers: A new archetype for a new era
Adam Chmielowski, Warc Exclusive, August 2011
Marketers must take into account the way in which the role of motherhood has changed in society over recent years.
Marketers must take into account the way in which the role of motherhood has changed in society over recent years. In the UK, the media narrative among motherhood is exceptionally negative; in ads, mothers are commonly depicted as "juggling" family life with other commitments, especially work; "me time" is portrayed as a "holy grail" for these busy women. This portrayal is outdated. Instead, marketers need to take into account the way mothers are more digitally connected than before, that they represent a major source of "soft power", and that they want to make a difference in the world.
Do men and women respond differently to ads?
Millward Brown Knowledge Point, May 2011
Overall men and women show little difference in the way they respond to advertising, whether measured by reported rating or emotional response.
Overall men and women show little difference in the way they respond to advertising, whether measured by reported rating or emotional response. Awareness is also similar between both sexes. However, while humorous ads appeal to both sexes, men are more likely to enjoy them. Men prefer a distinctive creative style while slice of life ads are more likely to appeal to women. Ads with sexual imagery can also elicit different responses.
What women really want from campaigns
Peter Field, Admap, March 2009, Issue 503, pp. 12-13
The article reviews successful campaigns which targeted women, to see whether they conform to womens’ objections to stereotyping.
The article reviews successful campaigns which targeted women, to see whether they conform to womens’ objections to stereotyping. Nearly two thirds of the campaigns in the WARC.com case study archive which target women are for food, household, retail, toiletries or cosmetics, which seems to support women’s’ contention that most marketers are male and have a prejudiced view of female interests. Campaigns after 2003 are reviewed, in three categories: progressive (i.e. realistic), neutral and stereotypical. 10 out of 23 cases were progressive and are described, including: Dove, Lee Jeans, Slim-Fast, Ryvita, Special K, Milk your Diet (US), Activia . Less literally `progressive’ portrayals were found in Nzgirl, ThermaCare (US), Radley (the handbag firm).
What are the pitfalls of using sexual imagery in advertising?
Millward Brown Knowledge Point, 2008
Using sexual imagery in ad campaigns, especially those aimed at the mainstream audience, is a risk that should be carefully considered and measured.
Using sexual imagery in ad campaigns, especially those aimed at the mainstream audience, is a risk that should be carefully considered and measured. While it can grab attention and help position a brand, there are significant drawbacks to be considered; the acceptability of sexually charged images varies considerably across cultures. Women can find ads that portray them in subservient roles, offensive. Additionally, the sexual content may overshadow the intended message.
Marketing to women
Jane Cunningham and Philippa Roberts, Admap, March 2007, Issue 481, pp. 33-35
Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases.
Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases. Nonetheless, the majority of women feel under-represented and negatively portrayed in marketing and advertising. This paper addresses these issues, finding that different behaviours between men and women originate from disparate functioning in the brain. Marketers should therefore focus on delivering messages that satisfy the “four feminine codes” presented here.
Advertising to men
Admap, March 2003, Issue 437, pp. 12-13
This best practice article is devoted to advertising to men. As benchmarks, comparisons are made with advertising to women.
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 one understanding the male market, men and women have statistically different cognitive styles, men absorb ads differently and men approach shopping in a distinctive way. The changes in men's roles is discussed with traditional role models having lost their potency, but the so-called 'new man' remains elusive. There are a limited number of products where men are the major target audience and these are diminishing. The way in which men consume media and the styles of advertising most likely to attract them are discussed.
Trouble In Paradise: Getting To Grips With The Gender Game
Anniki Sommerville and Kirsty Fuller, Admap, January 2002, Issue 424
The question asked in this article is 'are brands out of touch in the portrayal of gender roles and the relationship between sexes?'.
The question asked in this article is 'are brands out of touch in the portrayal of gender roles and the relationship between sexes?'. It discusses how society has changed fundamentally with values becoming more feminine, and the confidence and identity crises suffered by men throughout the western world. The article looks at young singles (18 -22) and settleds (30 - 40) of both sexes, and a range of examples of brand advertising that seeks to communicate with them, such as Strongbow, Mr Muscle and Calvin Klein. The article argues that such advertising must respond to a new future, characterised by a real desire between the sexes to celebrate dynamic relationships and a positive redefinition of masculinity.
Gustibus Non Est Disputandum
Keith Reinhard, Classic Speeches - 4As, 2001
In this 2001 4A's (the American Association of Advertising Agencies) speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising.
In this 2001 4A's (the American Association of Advertising Agencies) speech, Keith Reinhard, chairman of DDB Worldwide, discusses issues of taste and decency in advertising. Reinhard argues personal taste is individual choice - meaning that care should be taken on labelling an ad or ad strategy as "bad taste" - but concedes that he is "bothered and embarrassed" about some of the more provocative and extreme ads he has seen recently. Agencies are "on the hook" for whether or not to produce bad taste ads - the choice is theirs to make.
Are You Talking to Me?
Mary-Lou Quinlan, ANA Magazine, Mar 2000
The author contends that most advertisers fail to understand how to communicate with women - and that part of the problem is their under-representation in U.S.
The author contends that most advertisers fail to understand how to communicate with women - and that part of the problem is their under-representation in U.S. creative departments and their lack of familiarity with how women think, talk and interact.
What a little endline can do
John Crowther, Admap, January 1999
Describes what happened to consumer response to Sara Lee when the endline was changed. The change in wording not only affected how the ad was liked, but respondents' whole involvement with it.
Describes what happened to consumer response to Sara Lee when the endline was changed. The change in wording not only affected how the ad was liked, but respondents' whole involvement with it. Possible explanations discussed.
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