How to market to men
Joseph Clift and Roderick WhiteWarc
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...