Advertising to women

This best practice article describes the dominance of women in consumer purchases and lists several reasons why women should be treated in a special way.

Best Practice

Advertising to women

Roderick White

 

Women may account for as much as 80% of all consumer purchases (5) even in China (8) and are the target group for the majority of all advertising (2). So it is legitimate to ask why it should be necessary to treat them as special in some way (2).

There are, in fact, several reasons for doing so:

  • women's roles in society have changed dramatically over the last 50 years, and many ...

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