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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




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