Accurate portrayals of women in ads drive sales | WARC | The Feed
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Accurate portrayals of women in ads drive sales
Advertising that performs well in terms of accurately portraying women results in sales gains among female and male consumers alike.
SeeHer, an initiative from the Association of National Advertisers (ANA), and research firm IRI found in a study that household spending rose by 1.5 percentage points among women and 2.5 points among men who were exposed to ads with representative, realistic female depictions.
About the study
The study assessed 29 creatives from six consumer packaged goods brands. It drew on data inputs including the Gender Equality Measure (GEM), which asks viewers to rate female portrayals in ads, and real-life sales...
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