Marketers Lure Women Online... But Does That Guarantee They'll Buy Their Products?

USA Today, Tuesday, March 21, 2006 3:30 PM
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Marketing Consultant Just Ask a Woman estimates that women account for $5 trillion in purchasing power. That's a lot of power. Couple that with the fact that women make up 52 percent of Internet users and they spend an average of 58 hours a month online (according to Nielsen/NetRatings) and what you end up with is marketers allocating more ad dollars online. USA Today reviews a series of female-centric online campaigns that consist of more than a few blinking ads and a microsite. Dove hired Penny Marshall to direct actress Felicity Huffman in a series of vignettes where Huffman was inserted into classic TV shows of yesteryear such as "Leave it to Beaver," "The Brady Bunch" and "The Munsters." Oral-B took the route of the romance novel, letting women choose their own romantic lead for a fairy tale romance, all in the name of promoting the Oral-B Sensitive Advantage toothbrush.

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