Segmentation by Gender, Sexism, and Marketing
It is very common in marketing to make generalizations about groups of people to create effective advertising. But with all the actions to promote equality between men and women, the line between what is appropriate or not in making gender generalizations, it is quite diffuse.
It is common to see ads targeted carriers mainly women, while sports cars are directed more to men. It may be somewhat sexist, but since then answer a demographic reality, is that men buy more sports than women. It is no accident that most cleaning ads are directed primarily at women, but increasingly there are more men in charge of household chores. And while many might be questionable for this portrait of men and women, it makes sense for advertisers.
Segmentation by gender advertising does not mean that the ads are sexist. Advertisers have to understand what the characteristics of your hearing are if you want to succeed. So it is no coincidence that the ads elude cleaning women, bearing in mind that many of them buy these products for their homes. The higher the percentage of women using a product rather is segmented advertising to women rather than men.
The TJ Maxx store achieved a great success by focusing his campaign on the emotion that women feel when they find a good deal. And while it is true that men also like offers for TJ Maxx, more women than men shopping in its stores, according to Rodney Moore published the article “He Said, She Said: Marketing to the Sexes”.
But advertisers also have to try to avoid extreme generalizations that can be seen as sexist. Although there are people who are into those stereotypes, it is best to seek other strategies to sell a product that used the old archetypes. Therefore, the boundaries for the gender-based marketing must be based on common sense and sound research. A good advertiser will pay attention to data on the preferences of your target consumer and be aware of who buys your product. In addition, focus groups for this type of advertising, before releasing to the public, may be a good option to avoid risks.