Maximising the Effectiveness of Advertising for Female Markets

Thomas J. Jordan

Chapter 7 in Lessons on Profiting from Diversity, 2012, pp 138-150 from Palgrave Macmillan

Abstract: Abstract Diversity is achieved when organisations are willing to change their status quo and embrace a structure in their companies that accurately represents the population. Today, the word ‘diversity’ is typically associated with various ethnic groups. However, we should not overlook gender as a major factor as well. In North America and across Europe, most businesses are far from diverse. The top management of the Fortune 500 companies are still mostly older, white men. Women, of all races, have very little representation in these companies. Yet women comprise over 50 per cent of the general population.

Keywords: Television Commercial; Advertising Agency; Creative People; Creative Person; Creative Director (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-35505-7_7

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DOI: 10.1057/9780230355057_7

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