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CIW / Media & Entertainment / How can marketers get gender right in China?

How can marketers get gender right in China?

March 14, 2019 By Kantar China

Advertising industry’s failure to portray and target women well impacts the effectiveness of individual adverts and campaigns. Male-skewed brands are missing out on an average of US$9 billion in brand valuation in the US, UK, and China.

The vast majority (88%) of APAC marketers think they are doing a good job of portraying women as positive role models in adverts. However, globally a significant percentage (76% of female, 71% of male) of audiences think the way they are portrayed in advertising is “completely out of touch”.

The challenges brands are facing when trying to get the gender right are mainly in five questions:
1. Getting Gender Targeting Right:
Globally, marketers have not overlooked female consumers. In fact, there are far more female-targeting ads than male-targeting ads.

But the problem is that marketers seem to heavily target according to stereotypes in some categories. For example, globally 98% of baby product ads, laundry product ads, and household c...

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Filed Under: Media & Entertainment Tagged With: ciw premium, marketing, women

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About Kantar China

Kantar is one of the world’s leading data, insight, and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies. For further information, please visit Kantar at www.kantar.com

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