White Papers
Direct Mailshots: the Gender Effect
Overview
Direct marketing can target individuals, but not merely according to name and address drawn from lists - it can also use different content and tone of voice. But is the ‘gender effect’ such that men and women should be targeted differently?
This paper reports a research programme which explores this issue. Ten group discussions were conducted around the UK and it is found that men and women do react differently to certain features of written communication. Women respond well to bright colours, photographs and images and men respond well to bold headlines, bullet points and graphs. These findings were true for all age groups and in all areas of the UK. The exception to these findings is that for cars and leisure products, men also respond well to pictures.
| Publisher | DMA Interactive (Direct Marketing Association) | File Format | HTML |
|---|---|---|---|
| Date Published | August 2003 | Downloads | 10 |
| Format | White Papers | ||
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