Women Most Notice Price, Quality Info in Advertising
January 24, 2012 -- The top elements of advertising that make women "take notice" are an easily found price (45%) and proof or details of quality (43%), according to a study conducted by integrated marketing and communications firm Fleishman-Hillard in partnership with Hearst Magazines.
A relevant message (39%) closely follows, while advertising that is easy to remember (28%), provides comparisons to competition (26%), or offers something free or highly discounted (26%) also earn women's attention.
Testimonials from actual users (21%) and appealing graphics (20%), by contrast, are less significant elements.
|Top Advertising Elements That Make Female Consumers "Take Notice"|
|Price is easy to find||45%|
|It provides proof or details on its quality||43%|
|The message is relevant to my life||39%|
|Advertising that is easy to remember||28%|
|It provides comparisons to the competition||26%|
|It offers something free or highly discounted||26%|
|It provides ratings/reviews||25%|
|It is entertaining||25%|
|It provides testimonials from actual users||21%|
|The graphics are appealing||20%|
|Source: Game-Changers: Women Defining the New American Marketplace, 2012|
“We all must realize that today’s American woman has integrated a pragmatic and purposeful approach to the decision-making process for products and brands alike,” said Marlene Greenfield, vice president, executive director of research, Hearst Magazines. “Therefore, it is important to incorporate more substance and less sizzle when communicating with her. What’s more, crafting the right message and identifying the right media mix requires an in-depth understanding of the target segment and category involved.”
About: Game-Changers: Women Defining the New American Marketplace was conducted by research firm Ipsos Mendelsohn via a 20-minute online survey from Sept. 8-15, 2011, among 1,270 women in the U.S. aged 25-69 with an annual household income of $25,000 or more. For comparison purposes, 263 men were also surveyed.
Source: Fleishman-Hillard news release, Today’s Woman Is Expanding Her Sphere of Influence Says New Research Study Conducted by Fleishman-Hillard and Hearst Magazines, January 24, 2012.