Gender effects in AD

I red some articles after I thought about our ADs, I was so intertested in the Gender defference in Advertising.

You've heard it all before—men are from Mars, women are from Venus. For years, marketing executives have sought to refine their target markets through advertising angles. Beer commercials showing scantily clad women are geared toward a male audience, and chocolate commercials show a woman blissfully indulging herself. Fundamental gender differences may affect how we shop, even if men and women resent being stereotyped and demand more equality in marketing.

http://smallbusiness.chron.com/marketing-men-vs-women-1011.html

Does gender-targeted advertising work?

Companies spend billions of dollars every year in the pursuit of customers for their products. The impact of advertising can't be underestimated; after all, women had no reason to expect a diamond engagement ring until a copywriter proposed the tagline "A diamond is forever" to DeBeers in 1947.

Targeted advertising is just one of the ways that advertisers try to earn our hearts and hard-earned money. It's a strategy for deciding what products to put before a given audience -- kids watching cartoons are bombarded with commercials for toys, while networks devoted to sappy romantic comedies might air tampon and hair dye commercials -- but it also involves the content of the commercial. Is the product spokesman a tough football player that will appeal to men in the audience, or is the ad full of ladies gabbing over cocktails, emulating the type of lifestyle that many women want?

Yet a scan of Ad Age's Top 100 campaigns reveal just how few ads are geared toward women, suggesting they may not take priority in an advertiser's mind. Such an oversight could prove to be a huge mistake; more women have taken on the role of financial mastermind in their families, controlling how 88 cents of every disposable dollar is spent [source: Crawford]. And in the few ads aimed at women, advertisers have proven woefully inadequate. A 2004 survey revealed that women-oriented advertising often seemed patronizing or offensive to female viewers [source: Crawford]. Advertisers too often fall back on gender stereotypes than on clever, unique approaches to a product.

http://money.howstuffworks.com/gender-targeted-advertising.htm

Television Advertising – Advantages and Disadvantages by Mike Brassel

Advantages of Television Advertising

Some advantages of television advertising include the following:

• Television reaches very large audiences – usually much larger than the audience your local newspaper reaches, and it does so during a short period of time.

• Since there are fewer television stations than radio stations in a given area, each TV audience is divided into much larger segments, which enables you to reach a larger, yet, more diverse audience.

• It has the ability to convey your message with sight, sound and motion, and can give a product or service instant validity and prominence.

• You can easily reach targeted audiences. Children can be reached during cartoon programming, homemakers during daytime programming, and insomniacs after midnight.

Disadvantages of Television Advertising

• When you advertise on TV, your commercial is not only competing with others, it is also competing with the viewer’s environment as well.

• Even if your commercial is being aired, viewers may never see it unless it is intrusive enough to capture their attention.

• A minimum amount of airtime provides limited length of exposure and ad clutter.

• The message comes and goes, and that’s it! Unless you buy additional time, the viewer doesn’t see your commercial again.

• Multiple exposures are required to achieve message retention and consumer action. If you don’t reach your viewer at least 5-7 times, you are just throwing money away.

• No station loyalty; Viewers have little or no loyalty to the station itself – especially since cable and Internet can bring dozens of viewing alternatives into the home. For example, viewers will watch a given channel for a program they know will be aired at a specific time. If a football game, popular movie or some other preferred form of entertainment appears on another channel, the viewer will not hesitate to switch channels without leaving the couch.

• The introduction of DVRs and other program recorders often allow viewers to avoid commercials.

• Even when watching “live,” during a commercial break the viewer may choose to get a snack, go to the bathroom, check social media, or have a conversation about whatever they were just watching.

• Because of a larger “area of dominant influence,” the relative cost will be higher – both the terms of airtime and production.

The “glitz and glamour” associated with producing a television commercial makes it one of the most appealing advertising methods. Carefully consider your budget and other options, however, to be sure a TV ad makes sense for your company.

http://www.websitemarketingplan.com/small_business/tvadvertising.htm/

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