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Article: Women read ad inserts, catalogs; men go online.(Marketing/Advertising)
- Article from:
- Marketing to Women: Addressing Women and Women's Sensibilities
- Article date:
- December 1, 2003
CopyrightCOPYRIGHT 2003 EPM Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Nine in 10 women read advertising inserts at least occasionally, compared with 81% of men, according to Vertis. Despite women's increasingly busy lifestyles, readership of ad inserts and circulars has grown by four percentage points since 1998, and women are increasingly likely to say they look at inserts to find the products they need/want. Women are almost twice as likely as men to say they read all the ad inserts/circulars that come their way.
Women age 35-54 are most likely to say they use ad inserts and circulars to help them decide where to shop for a variety of goods, including home electronics, home furnishings, and home improvement items. Clothing is the ...