Pocketbook power : how to reach the hearts and minds of today's most coveted consumers

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Title:

Pocketbook power : how to reach the hearts and minds of today's most coveted consumers - women

Author:

Kanner, Bernice.

ISBN:

9780071418607

Personal Author:

Kanner, Bernice.

Edition:

1st ed.

Publication Information:

New York : McGraw-Hill, 2004.

Physical Description:

x, 211 p. ; 24 cm.

General Note:

Includes index.

Contents:

Pt. 1. Understanding the incredible purchasing power of women -- 1. What the snake knew : women are the ones to reach -- 2. Women have changed the landscape -- 3. What do women want? : C.H.A.R.G.E. -- 4. Finance : show them the money -- 5. Wheels : in the driver's seat -- 6. Health care : our bodies, ourselves -- 7. Travel : comfort, cleanliness and a good hair dryer -- 8. Hope in a jar : the beauty biz -- 9. Dressed to thrill -- 10. Someone's in the kitchen with Dinah -- 11. Technology : chips aren't just for baking -- 12. Homes and homebase -- 13. You throw like a girl -- 14. When sales dip, men's products discover women -- Pt. 2. How to unclasp the purse -- 15. Techniques for selling to women -- 16. Humor : tickle me Elmo -- 17. Sex or sensibility? -- 18. Star power or girl next door? -- 19. Cobrand or no brand -- 20. The devil you know -- 21. Noah's ark -- 22. A word about subliminal advertising -- 23. In the store -- 24. A dozen tricks marketers play.

25. Don't even think it : a dozen ploys bound to backfire -- 26. Gazing into the crystal ball.

Abstract:

"Marketing expert Bernice Kanner takes a look at the way female spending power has forever changed the advertising/marketing landscape. Pocketbook Power reveals how industry professionals are responding to the female-dominated marketplace, marrying compelling demographic and statistical information with tales of canny approaches to product development and positioning, and of marketing prowess." "Complete with expert advice on branding, subliminal advertising, and looking toward future trends, Pocketbook Power is a must-read for advertising and marketing professionals who are determined to reach the hearts, minds - and ultimately, the wallets - of today's most coveted consumers."--BOOK JACKET.

Subject Term:

Women consumers.

Consumer behavior.

Marketing.

Electronic Access:

Publisher description http://www.loc.gov/catdir/description/mh041/2003025366.html
Table of contents http://www.loc.gov/catdir/toc/ecip0411/2003025366.html
Contributor biographical information http://www.loc.gov/catdir/bios/mh042/2003025366.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015756600	658.832082 K16P 2004	1	Searching... Unknown

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Summary

It wasn't that long ago that legendary adman David Ogilvy chided his peers for talking down to women. The consumer is not a moron; she's your wife. He berated those who ignored women or discounted them, misreading men's higher paychecks as spending power. not just buying, but also deciding what (or who politically) to buy, when and where to buy it (online, boutiques, department stores, mall) and how much to pay. Statistics compiled by the sales promotion agency Frankel & Co. and others show women now control more than 80 per cent of all purchases. They buy: 53 per cent of all stocks; 51 per cent of all sports equipment; 63 per cent of all personal computers; 47 per cent of all hardware and home improvement materials; 85 per cent of all toilet tissue; 90 per cent of all greeting cards. And experts predict that by 2020, women will control most of the money in America. the biggest consumer segment in the country. But their purchasing influence is far greater than their numerical superiority suggests. Women buy or influence two out of every three of the USD3 trillion spent in the U.S. each year -- on everything from car tires to cognac. Consequently, women are now wooed and pursued by the very marketers who once ignored them, a transformation the fairer sex has accomplished without activism The advertising powers that be have come to recognize the power that is through the most obvious and compelling evidence: the power of the pocketbook. entertaining look at the way female spending power has forever changed the advertising/marketing landscape. Kanner, who penned the award-winning weekly column for New York Magazine, On Madison Avenue, for 13 years and who is widely heralded as being on the pulse of the American consumer, reveals how the ad world is responding to the female-dominated marketplace and offers, via dozens of examples of campaigns that have worked and bombed, a road map to how to sell to women - today and tomorrow. Marrying compelling demographic and statistical information with tales of canny approaches to product development, positioning, marketing prowess, Pocketbook Power is organized around different market segments, including health, apparel, finance and technology. successfully reaching the lucrative female buyer - and the tactics to avoid. Overall, Pocketbook Power promises to be a compelling must-read for advertising and marketing professionals who are determined to reach the hearts, minds - and ultimately, the wallets - of today's most coveted consumer.