Single Women Get Short Shrift In Ad Campaigns
Marketplace, Friday, March 26, 2010 10:37 AM
More women are single now than ever. If they get married, it's later in life, and then they're often single again sometime even later. Judging by the advertising she sees, Ashley Milne-Tyte doesn't think that most marketers have caught on to the trend, so she set out to talk to some experts on the subject. They agree with her.
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According to Melanie Notkin, CEO of SavvyAuntie.com, advertisers have no idea how to talk to single women. "America seems to talk to all grown-ups as we're part of an intimate family of a mom, a dad and kids."
Stephanie Holland, executive creative director at Holland and Holland Advertising, says that most advertising aimed at the consumers who control 80% of household spending in the U.S. takes a misguided "one size fits all" approach. That's because most of the decision makers are men who "have a difficult time distinguishing even among moms, much less coming in and understanding the single female."
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