Marketing to Women Part I
December 03, 2007
In one of the most memorable ad campaigns of the 1970s, the makers of drugstore perfume Enjoli dangled the ultimate aspirational message to women of that era: "You can bring home the bacon, fry it up in a pan, and never let him forget he's a man"—that is, You can have it all. Pepperidge Farm's new social networking campaign, meanwhile, encourages women to connect with friends over tea and cookies.
Marketing to Women Part II
December 03, 2007
"The majority of women wake up [committed to wellness], but real life gets in the way," she says. Marketers need to "market to moments" when women's best intentions fall by the wayside and, instead of an apple, they grab a candy bar, she says. Isn't that capitalizing on weakness? Maybe, but the smaller portions help keep wellness on track when willpower falters.
Marketing to Women Part III
December 03, 2007
When marketers assess whether their products are meeting women's evolving needs, they fare better when they talk directly to their targets. McDonald's did this with much success a few years ago, says Fara Warner, author of Power of the Purse, when it realized that women today are different than they were 30 years ago.
Politics: The Way to Women's Purses?
December 03, 2007
With a viable female candidate running for president, American women's interest in politics is expected to be at an all-time high next year. And that's a major opportunity for marketers to find— and develop a relationship with—those politically charged females.
Automakers Getting Up To Speed
December 03, 2007
"You've got to embrace those who embrace you."
