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Gender Differences in Advertising Between Men and Women

In recent times mainstream advertising has shied away from gender targeting and tended towards being unisex. Why? For the simple reason that by gender targeting, — excluding one gender entirely, you effectively reduce your potential audience by half.

Typically there is no reason to do so and it might also be considered politically incorrect. Here, thoughts of sexist, or racist, politically incorrect advertisements of the past spring to mind.

That being said, gender targeting can have a big effect, or at the very least cut costs. Consider that by being non-exclusive to gender, marketing campaigns are often less effective than they potentially could be.

In 2003 a fascinating literature review was carried out by Wolin, who analyzed the prior 30 years of advertising to assess the performance of gender-based advertising. It established some clear differences between men and women, evidence that should be considered when creating your marketing campaigns in the future, especially if you wish to appeal to one gender over another.

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