Sunday, July 05, 2009

'Men buy with their eyes, women buy with their ears'

That men and women are different in some ways has been established. And personally, I like it that way -- it would be pretty hard for one to complement the other if they were similar in all areas, wouldn't it?

Saw this book review of Re-render the Gender: Why the vast majority of advertising is not connecting with women -- and what we can do about it on the Marketing to Women Online site, and it presents some pretty neat and useful ideas. Marketers! Advertisers! Pay attention!

One of the first things the book points out is that while women control over 80 percent of all purchases, over 70 percent of all advertising is created by men. The book also points to the fact that the judges at creative award shows are overwhelmingly male. (A situation creative director Ruth Lee addresses in why you need women on your creative team.) This often drives creative directors to create advertising designed to appeal to the (male) judges that can win these prestigious, career-advancing awards.

So what can you do to create advertising women like?

My favorite chapter in the book was about the differences between male and female humor. (a subject near and dear to my heart - see male vs. female humor) The book has some great examples of commercials guys thought were hilarious, but bombed with women. As Thomas points out:

Guy humor often has a victim. And for the most part, women don't find that funny.

Full article here

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