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Failing to connect: Marketing messages for women fall short; To woo women and their $6 trillion in buying power, more sophistication needed.(News)
Byline: HILLARY CHURA
With $6 trillion on the table, marketers are waking up to the power of the purse-and the realization they need to connect with American women.
Producers of cars, financial services and traditional package goods are trying new twists on marketing to women, who command 85% of what the Bureau of Economic Analysis values as $7 trillion in total personal consumption expenditures. They're tapping the expertise of ad agencies with new women-dedicated units, creating new for-women-only products and redesigning existing ones to suit women. They're reshaping ad and promotional approaches to give them more feminine flair.
But like ...
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