How to market to men
Joseph Clift and Roderick White
Before developing an ad campaign, marketers must decide whether to target, men, women or both genders with their creative work.
Targeting men is a risky choice. Potential obstacles to campaign success include taking an overly stereotypical view of gender differences and failing to account for males' changing role in society.
With this in mind, it is essential for marketers to arm themselves with research insights about the male shopper prior to putting the campaign together. Recently, breakthroughs in neuroscience have provided a glimpse into the male brain, while other research offers strong pointers to male purchasing and media habits.