Re-render the Gender: Why the vast majority of advertising is not connecting with women?and what we can do about it.
Автор:Thomas J. Jordan Год: 2009 Издание: [не указанo] Страниц: 136 ISBN: 1439222711 Women control over 80 percent of all purchase decisions. Yet 70 percent of all advertising is created by men, and most of the women in advertising agency creative departments are encouraged to think like men. The result? Advertising created to male standards that primarily reaches a male audience. This book attempts to explain how pervasive this problem is and how advertisers can guide their agencies to do a better job of communicating with women.
