Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.
David Bunker and James Bryson, International Journal of Market Research, Vol. 58, No. 3, 2016, pp. 355-380
In this paper the authors explain how they investigated the issue of gender and the media in the UK, looking at how the audience feels about both the amount of coverage of men and women and their views on the quality and character of portrayal on TV, radio and online.
This article compares perceptions of UK consumers of the Sky Sports and BBC Sports websites. It is found that while the websites share some characteristics - both are 'liked' or 'loved' significantly more by men, and are seen as high quality, in control and successful.
Joseph Clift and Roderick White, WARC Best Practice, November 2011
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.
Scott Manson, WARC Best Practice, February 2017
This article describes the best practices and principles to keep in mind when marketing to men, a group changed by recent history; ideas of masculinity and roles in society have changed - marketing must change also.
Helene Mills, Admap Magazine, December 2015, pp. 10-12
This article argues that brands need to innovate in their product offering and marketing to match the growing trend for consumers to trial and review beauty products via digital devices and social media.
This article summarises a study of 10 countries into how young men are shopping for personal care and grooming products, finding that they are becoming increasingly engaged in the industry and are more likely to be influenced by advertising than women.