Advertising, Aimed at Women

The goal of advertising aimed at women is to generate women's interest in and action on a particular product, service, or cause. In the 21st century, women have emerged as the major consumer market for advertisers in terms of size and importance. Advertising targets women according to their demographic characteristics and psychographics-their lifestyles and values. Evidence from research, knowledge about popular culture, and consumer typologies help marketers hone their message. Focus and communication strategies engage women consumers. More companies are tailoring the message to women without identifying the product as being for women. They use multiple strategies to reach women consumers, such as the Internet and other technologies, product placement, giveaways, and cause marketing.

The average American is exposed to about 5,000 messages per day. Advertising ...