How to market to men

Joseph Clift and Roderick White

Go to: Executive summary

Go to: Where to start

Go to: Essentials

Go to: Reminder checklist

Go to: Leading case studies

Go to: References & further reading

Executive summary

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.

Where to start