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Article: Weight loss programs ramp up marketing, but carve unique messages to appeal to women.
- Article from:
- Marketing to Women: Addressing Women and Women's Sensibilities
- Article date:
- March 1, 2009
CopyrightCOPYRIGHT 2009 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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Whether the goal is to lose a few pounds or more than 100, the battle to lose weight is something the vast majority of women tackle at one time or another. As American women have increasingly been getting larger, weight loss programs have been ramping up their visibility. While the programs spotlighted by MTW on page three share many similarities, including a focus on cost-savings, each emphasizes distinct messaging:
* Atkins' print-heavy campaign is re-branding the famed meat-favored diet plan.
* Jenny Craig attracts women by tapping into celebrity appeal.
* NutriSystem focuses on great tasting food that women don't have to cook themselves.
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