Marketing to women: An introduction

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

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 to develop a female-focused campaign, it is essential that marketers take advantage of recent research findings that demonstrate how the female brain differs from the male brain. They should also read up on how campaigns have found success by employing disruptive creative strategies such as deliberately challenging stereotypes about women. Above all, it is essential not to treat the female consumer as a single, homogenous group.

Where to start