Marketing to Moms

This summary from the Advertising Research Foundation offers an overview of recent research and debate related to the topic of marketing to moms.

Marketing to Moms

Margarita Oksenkrug

Mothers are the key decision-makers for many family purchases, and the information they obtain from both traditional and non-traditional media sources, as well as the activities they engage in play an important role in affecting those decisions. The following summarizes recent findings in the areas of moms’ media usage (including traditional media, internet, social media, and word of mouth), their openness to advertising and campaign preference, as well as why marketers should treat them as women with children, not just as mothers.


Mindshare (2008) found that for American mothers, the top rated...

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