Marketing to Moms
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.
GENERAL MEDIA USAGE
Mindshare (2008) found that for American mothers, the top rated...