附註:Includes index.
I: Understanding the incredible purchasing power of women -- What the snake knew: women are the ones to reach -- Women have changed the landscape -- What do women want? C.H.A.R.G.E. -- Finance: show them the money -- Wheels: in the driver's seat -- Health care: our bodies, ourselves -- Travel: comfort, cleanliness, and a good hair dryer -- Hope in a jar: the beauty biz -- Dressed to thrill -- Someone's in the kitchen with Dinah -- Technology: chips aren't just for baking -- Homes and homebase -- You throw like a girl -- When sales dip, men's products discover women -- II: How to unclasp the purse -- Techniques for selling to women -- Humor: tickle me Elmo -- Sex or sensibility? -- Star power or girl next door? -- Cobrand or no brand -- The devil you know -- Noah's ark -- A word about subliminal advertising -- In the store -- A dozen tricks marketers play -- Don't even think it: a dozen ploys bound to backfire -- Gazing into the crystal ball.
摘要:It wasn't that long ago that legendary adman David Ogilvy chided his peers for talking down to women. "The consumer is not a moron; she's your wife." He berated those who ignored women or discounted them, misreading men's higher paychecks as spending power.; And was David Ogilvy right. A half century later, women are responsible for not just buying, but also deciding what (or who politically) to buy, when and "where" to buy it (online, boutiques, department stores, mall) and how much to pay. Statistics compiled by the sales promotion agency Frankel & Co. and others show women now control more than 80 per cent of all purchases. They buy: 53 per cent of all stocks; 51 per cent of all sports equipment; 63 per cent of all personal computers; 47 per cent of all hardware and home improvement materials; 85 per cent of all toilet tissue; 90 per cent of all greeting cards. And experts predict that by 2020, women will control most of the money in America.; Demographically, women represent 52.1 per cent of the population, making them the biggest consumer segment in the country. But their purchasing influence is far greater than their numerical superiority suggests. Women buy or influence two out of every three of the USD3 trillion spent in the U.S. each year -- on everything from car tires to cognac. Consequently, women are now wooed and pursued by the very marketers who once ignored them, a transformation the fairer sex has accomplished without activism The advertising powers that be have come to recognize the power that is through the most obvious and compelling evidence: the power of the pocketbook.; Now, noted marketing expert Bernice Kanner takes an eye-opening and entertaining look at the way female spending power has forever changed the advertising/marketing landscape. Kanner, who penned the award-winning weekly column for New York Magazine, "On Madison Avenue," for 13 years and who is widely heralded as being on the pulse of the American consumer, reveals how the ad
