What makes women click?

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  • Author(s): Garrubbo, Gina
  • Source:
    Advertising Age. 2/2/1998 Supplement Online Media, Vol. 69, p12A-14A. 3p. 5 Color Photographs.
  • Additional Information
    • Subject Terms:
      WOMEN consumers; INTERNET advertising; INTERNET marketing; INTERACTIVE marketing; CONSUMERS
    • Subject Terms:
      UNITED States
    • Abstract:
      This article focuses on marketing to women consumers in the U.S. There are significant socio-economic changes occurring in the U.S. that have a profound impact on how marketers reach women, the fastest growing segment of the Internet. Women use the Internet as a tool, a 24-hour-a-day resource that allows women to streamline their information-gathering as well as to communicate with others in similar situations. How the Internet fits into brand media plans is entirely unique to brand targets and objectives. The Internet represents a different marketing opportunity from traditional media, and, depending upon how marketers use it, may offer greater creativity.