Submitted by admin on Sat, 2005-11-05 09:00. ::
According to the survey, brand owners are failing to engage female consumers with their communication. The survey was conducted in cities, including Mumbai, Shanghai, Bangkok and Singapore.
“Marketers are continuing to present women in traditional roles and focus on old cliches, resulting in the alienation of many female consumers,” it said.
The study was aimed at determining what works and what does not when communicating with women in order to deal with this important consumer segment. The report found that women unanimously disapproved of advertisements which portrayed them as being unable to solve problems.
Interestingly, advertisements for slimming and body enhancement products and those for skin improvement were the ones most criticised by the respondents, it said.
Therefore it is not surprising that the respondents found those advertisements appealing which showed them celebrating their new-found identity in images that are optimistic, confident and energetic, the study said.
The fairer sex also showered praises on commercials, which they thought depicted their true image and were in tune with their modern approach, it said.
Hence, the “Whirlpool mum” ad depicting the “spirit of independence within the domain of a housewife's life” came in for praise from the respondents while the Whisper ad shows a self assured and confidant woman who is sophisticated, aware of her needs and quite open and free in expressing herself.
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