What women really want from campaigns

The article reviews successful campaigns which targeted women, to see whether they conform to womens’ objections to stereotyping.

What women really want from campaigns

Peter Field

So far in this column, I have avoided targeting particular demographic groups because I do not believe that demographics provide a reliable basis for strategy. Shared values are determined more by individual outlook and identity than by demographics. This is less true when it comes to gender, but I maintain that targeting women as a homogeneous group is simplistic and inefficient. Looking for common strands of best practice in marketing to women is likely, therefore, to be of limited value – so why am I bothering?

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