How to market to men

This paper discusses advertising to men and the male audience. The following points are highlighted: there is little published data on understanding the male market, men and women have statistically different cognitive styles, men absorb ads differently and men approach shopping in a distinctive way.

How to market to men

Joseph Clift and Roderick WhiteWarc

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

Before developing an ad campaign,...