• by Jack Loechner , Staff Writer @mp_research, October 30, 2004

Most Mothers Say Advertisers Don't Recognize Their Needs as Mothers

Maria Bailey, author of "Marketing to Moms: Getting Your Piece of the Trillion Dollar Market" surveyed more than 600 moms to uncover their attitudes on marketing. The purpose of the study was to quantify the opinions of moms regarding advertising for products and services targeted to mothers and its impact on them as consumers.

Bailey concludes that marketers and advertisers are missing their target by not speaking to them with a message that is relevant, valuable, and in a language they understand. The reports notes that over 75% of mothers say that advertisers are not acknowledging or recognizing their needs as mothers in ads.

Highlights mentioned in the report's Executive summary include:

• 55% of mothers say they see ads often that send the wrong message to mothers.
• Thirty percent of mothers say they see ads that offend them.
• Only 20% of mothers think print advertising is doing a good job speaking to mothers.
• Less than 20% of mothers look to newspapers for information or ads.
• Only 25 % of mothers think television advertising is doing a good job connecting with mothers.
• Fifty-five percent of mothers say they rely on recommendations when making purchases for the home. The number jumps to 64% when it comes to buying a product for their child.
• Seventy-one percent of mothers said they were very likely to use the Internet for product information, advice or general information.
• Only 6 % of moms say they have never purchased a product online.
• Seventy-five percent of moms say they ads that feature children in them rank high effectiveness.

You can find out more here.