Best Practice

Advertising to men


'Men have not been researched as women have' (1)

There is surprisingly little published research devoted specifically to understanding the male market in general, in contrast to the female market (WARC Best Practice Advertising to women). There seem to be two reasons for this.

  1. The observable fact that women are a far greater influence on purchasing, especially in heavily advertised categories, than men.
  2. The male dominance in advertising agency creative departments and among senior marketers (2), which leads to an assumption of empathy with male audiences.

Similarly, while there is a well-established genre of women's magazines, specifically male titles (apart from top-shelf material) are a relatively recent phenomenon.

Men are different

Men are from Mars, women are from Venus, John Gray (Book title)