DiversityWorking ~ Career Channel News


Ad tips - what women really want

It is often acknowledged that women love to shop, so it is probably not all that surprising that when it comes to household shopping, women make 80% of the purchasing decisions.

More surprising however is that they are still calling the shots more than half the time when it comes to buying cars and hardware.

Despite all the buying power however, women still feel left out in the cold by marketers.

The change is based on how women now live their lives - getting married later, having children later and staying in the workforce longer, which all means more spending power.

It also means that business now needs to sit up and take notice of what women want.

Australian She-Marketing expert Amanda Stevens became interested in gender difference about ten years ago, going as far as having neurological tests done to see how the brains of the two sexes react differently to marketing.

"The female brain is a lot more multi-tracked and networked, whereas the male brain is a lot more compartmentalised," says Stevens.

"Women will generally make purchase decisions on a more emotive level."

So when it comes to marketing, Stevens says women want a narrative.

"Faces, pets ... people interacting together - the story and the interaction and the relationships that are going on, whereas men are more likely to recall the exact facts and data."

Ads that degrade men or make comparisons between products however, do not go down well with women.

But just because marketers target women does not mean men should be left out.

"There's a great saying that if you meet the expectations of women you'll exceed the expectations of men, so often marketing to women is a great way of marketing to men," says Stevens.

It is also a great way of cashing in on women's ability to shop.

Source: One News

Career Channels

Advertising Aerospace and Defense Agriculture Forestry and Fishing Apparel and Textile Industry
Architecture Arts and Entertainment Automotive Aviation and Airlines
Banking Biotechnology Clergy Clerical and Administrative
Conservation Construction and Real Estate Consulting Services Customer Service
Education Energy and Utilities Engineering Entrepreneur Franchise
Entry Level and Intern Environment Executive and Management Facilities and Ground Maintenance
Fashion and Modeling Financial Services Fire, Law Enforcement, and Security Floral Designer
Food, Beverage, and Tobacco Government Graphic Arts Healthcare - Administrative
Healthcare - Nursing Healthcare - Practitioners Healthcare - Technicians Hospitality Hotel Travel Leisure
Human Resources and Employment Services Installation Maintenance Repairs Insurance and Risk Management Intern
Internet and E-commerce IT - Computers, Hardware IT - Computers, Software IT - Executive, Consulting
IT - Manager IT - Networking Legal Services Library Services
Manufacturing and Operations Marketing Materials Management Media - Broadcast
Media - Online Media - Print Metals and Mining Military
Non Profit Operations Manager Personal Care Pharmaceutical
Printing and Publishing Professional Services Public Relations Purchasing
Rehabilitation Specialist Restaurant and Food Service Retail and Wholesale Sales
Science and Research Security Clearance Sports and Recreation Store Management
Telecommunications Trades and Apprecenticeships Training Transportation Logistics and Warehousing
Work from Home      

Featured Jobs

Browse Featured Jobs

Employers post a job here

Hot Jobs

Browse Hot Jobs

Featured Employers

3E Bed Bath & Beyond BI-LO Brooks Running
buybuy BABY C & S Companies Cabela's Incorporated Carestream
Central Community College Christmas Tree Shops City of Hope Community Health Center, Inc.
Compass Group Datto Foley Equipment Fresco Y Mas
Harmon Harveys Ifbyphone, Inc. Information Services Group
Integra LifeSciences InterContinental Hotels Group Interim HealthCare Keenan & Associates
KPMG LMI Aerospace NeighborWorks America Nestle Purina
O'Reilly Auto Parts Office Depot Packaging Corporation of America Phillips 66
Schaedler Yesco Shimadzu Scientific Instruments, Inc. Southeastern Grocers Sun National Bank
The Children's Village The Hanover Insurance Group The Nature Conservancy The Scotts Miracle-Gro Company
Thorlabs tronc TSymmetry Union of Concerned Scientists
US Ecology, Inc. Vermeer Midwest Winn Dixie


IHire Job Target One Click Recruitology

Diversityworking Ads

Post Your Resume Now

This website has been awarded the "preferred website" status
in the Who's Who Guide

Trade Pub