Download e-book for iPad: Pocketbook Power: How to Reach the Hearts and Minds of by Bernice Kanner

By Bernice Kanner

ISBN-10: 0071418601

ISBN-13: 9780071418607

ISBN-10: 0071457178

ISBN-13: 9780071457170

Whereas ladies make up 52.1 percentage of the U.S. inhabitants, they keep an eye on two-thirds of the nation's disposable source of revenue. In Pocketbook energy famous advertising professional and bestselling writer Bernice Kanner describes how woman spending strength has considerably reworked the face of advertising during the last a number of many years. Combining compelling demographic and statistical info with eye-opening and interesting "tales from the trenches," she explores how the advert international has answered to a female-dominated industry. area by way of zone, Kanner describes profitable techniques which have been used to arrive ladies shoppers of clothing, monetary companies, future health care, know-how, and extra. An enjoyable and informative examine how ultra-modern women-dominated market is shaking up the established order on Madison street Anatomizes one of the most winning (and unsuccessful) women-oriented campaigns of all instances

Show description

Read or Download Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumer - Women PDF

Similar women books

Download e-book for kindle: Political Women and American Democracy by Christina Wolbrecht, Karen Beckwith, Lisa Baldez

What will we find out about ladies, politics, and democracy within the usa? The final thirty years have witnessed a extraordinary elevate in women's participation in American politics and an explosion of study on lady political actors, and the adjustments effected by means of them, through the related interval.

Read e-book online Treasures: The Stories Women Tell About the Things They Keep PDF

This can be a booklet approximately reminiscence & which means. those texts deliver to gentle the reflections & tales that girls have built round the gadgets they've got precious, which long ago could have been deemed unimportant. those items comprise every one woman's lifestyles adventure & act as a starting place for her values & for the improvement of her personality.

Download e-book for iPad: The Tie That Bound Us: The Women of John Brown’s Family and by Bonnie Laughlin-Schultz

John Brown was once fiercely dedicated to the militant abolitionist reason, a campaign that culminated in Brown's raid at the Federal armory at Harpers Ferry in 1859 and his next execution. much less popular is his devotion to his family members, they usually to him. of Brown’s sons have been killed at Harpers Ferry, however the dedication of his spouse and daughters usually is going unacknowledged.

Extra info for Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumer - Women

Sample text

The showroom, factory, engineering studios, and ad dens were turned upside down. Car companies recruited women to weigh in on everything from the width of steering wheels to the placement of airbags. When GM discovered that the height of the step on some of its sport utility vehicles made for awkward clambering, they lowered it. Male executives had to motor around wearing paper clips on their digits to simulate how it felt to drive with long fingernails. Art Redmond, executive director of global consumer insights for Ford, says that lumbar supports, adjustable seatbelts and pedals, and sensors that detect obstacles while reversing—all almost standard now—were instigated initially by feedback from women.

Many marketers have gotten the message. Banking centers, photo drop-offs, and pharmacies in grocery stores tell women that their patronage is valued. So do mini-fast-food restaurants in discount stores and at gas stations and coat checks, carts and caddies to haul packages to the car, and rest areas for weary shoppers to recharge at malls. The relaxing, comfy atmospheres in Borders, Barnes & Noble, and Starbucks have made them community centers. Still, while 87 percent of men feel that they are taken seriously when they bring their cars in for repairs, fewer than half of all women think so.

In the same month, an ad for the sporty Chrysler 300M in a men’s magazine pictured a winding empty road, a thwarted state trooper, and the driver’s smug smile. For men, the ultimate dream is a Corvette, Ferrari, or other sports model. For women, it’s a pair of diamond earrings. “We want women to view a Jaguar as a beautiful piece of jewelry,” said Sue Callaway, general manager for Jaguar North America. Jaguar isn’t the only luxury brand trying to be a girl’s best friend. Saying that the BMW Seven Series sedans had proved too “sterile and Teutonic for many women,” Thomas G.

Download PDF sample

Pocketbook Power: How to Reach the Hearts and Minds of Today's Most Coveted Consumer - Women by Bernice Kanner


by Michael
4.4

Rated 4.16 of 5 – based on 22 votes