Marketing to women: An introduction
Joseph Clift and Roderick WhiteWarc
Go to: Executive summary
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Go to: Essentials
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Executive summary
Some of the most memorable and effective ad campaigns of recent years have been targeted to the female consumer. But, in the main, the creative content of female campaigns does not properly reflect women's changing role in society. Moreover, female-friendly advertising, while more prevalent than advertising to men, remains rare; the large majority of ads remain non-gender-specific.
Should they decide...