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