Despite women's greater importance in the purchasing process, there is evidence of the gender bias in Europe car communication. Historically, the inclusion of the female needs has been seen rather as a threat of alienating the core target group. Nevertheless, considering that emotional advertising is becoming increasingly appealing to both target groups, by including female insights in a new and more suited approach might be achieved. The purpose of this paper is to analyze how design can help to refine the approach of advertisement in the automotive industry in order to address both segments efficiently. At last, it will be a way to promote Marketing to Women in this typical masculine context.

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Moll de Alba Mendoza, Isa; Montaa Matosas, Jordi; Herrmann, Kathrin

Design drivers for effective communication to women in the automotive industry

Despite women's greater importance in the purchasing process, there is evidence of the gender bias in Europe car communication. Historically, the inclusion of the female needs has been seen rather as a threat of alienating the core target group. Nevertheless, considering that emotional advertising is becoming increasingly appealing to both target groups, by including female insights in a new and more suited approach might be achieved. The purpose of this paper is to analyze how design can help to refine the approach of advertisement in the automotive industry in order to address both segments efficiently. At last, it will be a way to promote Marketing to Women in this typical masculine context.
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Design drivers for effective communication to women in the automotive industry
Moll de Alba Mendoza, Isa; Montaa Matosas, Jordi; Herrmann, Kathrin
43rd European Marketing Academy Conference (EMAC 2014)
European Marketing Academy (EMAC)
Valncia (Spain), 03/06/2014 - 06/06/2014

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