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Memo to marketers: Men shop too
A great societal shift is under way, and no one is taking advantage of it. Numerous trend reports, even the 2008 census, show conclusively that men are more and more involved in taking care of their children and homes. So you'd think package-goods marketers would jump at the chance to include them in their marketing mixes. But you'd be wrong.
"Men don't shop as much as women." "They don't enjoy shopping." "They're not interested in consumer-package-goods messages," many marketers say. Those are all valid points. It's understandable that with shrinking marketing budgets and a potentially deep recession, companies would tailor their innovation, communications and media strategies to the lowest-hanging fruit, women. But this female-only approach, logical as it may seem, causes us to miss a huge opportunity.
Read the full story in Advertising Age
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