When FGI Research asked women what they thought the most effective message in advertising geared toward them was, the results were quite clear.  33.67% of respondents thought that the most effective advertising showed that the “product or service will save them time and/or money”, and 23.91% thought that “showing the usefulness of the product or service” was the most influencing.  Surprisingly, only 9.43% of respondents thought that “showing how the product or service will benefit their family” would send the most enticing message, and the two least appealing campaigns showed how a product or service would “make life easier” and portrayed the product or service as having “high quality and value”.

Advertisers would be wise to use humor to get through to women, but not at the expense of men.  43.8% of women said that ads that are funny appeals to them most, but only 2.4% of women showed interest in ads that “make fun of men”.  In addition, women were attracted to ads that “empower women” and “trigger an emotional response”; while only a minuscule number of women thought that a “sexy” ad would get their attention.

Actionable Insights
What can we learn from this study? Above all, that men and women respond to different kinds of advertising. Reaching women effectively requires a whole other body of research, preferably one that reflects targeted sampling and comprehensive survey data. Holistic research, customized to fit the requirements of a given situation, can inform our understanding as marketers and help us respond to women’s desires as consumers. The difference between an ad campaign that falls short and one that hits the mark with women can be found in the opinions of women themselves, accessed through the most robust research techniques.

Next Steps You Can Take

• Learn more about the results of this study: complimentary access to the data in this report, including cross-tabulated results, is available upon request from FGI Research.
• Contact FGI Research: click here or call us at (919) 929-7759
• Explore FGI Research’s market research solutions, including custom panels, full service research, and our online sample (SmartPanel).
• Join FGI Research’s online panel to participate in future studies.

Survey Methods
Date of Study: 11/11/2009
Total Responders: 297
Sample Source: FGI SmartPanel

This nationally-representative sample consists of adults aged 18 and up and is balanced to the US population using recent census data. One can say with 95% confidence that the maximum margin of sampling error is ±4 percentage points.