Friday, Mar 22 2019 | Time 14:18 Hrs(IST)
image
  • EC advocates 'self-regulation' in social media
  • Reference rate fixed at 68 6607 against USD
  • Ambassador of Maldives to India visits the City of Palaces
  • Prakash Raj (Rai), Devegowda grandson Prajwal file nomination papers
  • Prakash Raj (Rai), Devegowda grandson Prajwal file nomination papers
  • Gautam Gambhir joins BJP; pledges to live up to 'expectations'
  • Taking note of Pitroda remarks Jaitley makes 'Nikkamma' jibe on Rahul Gandhi
  • Gautam Gambhir joins BJP: Calls saffron party a 'fabulous platform' to serve India
  • Controversy over Pitroda remark; Cong in damage control mode, calls it personal view
  • More children killed by unsafe water than bullets
  • Former Karnataka Minister B Sriramulu confident of BJP candidate Devendrappa winning LS election from Bellari with thumping majority
  • Former Karnataka Minister B Sriramulu confident of BJP candidate Devendrappa winning LS election from Bellari with thumping majority
  • Lupin launches generic Levothyroxine Sodium Tablets USP
  • Applicants in J&K to soon get passports within 2 weeks: RPO Srinagar
Press Releases


Getting Gender Right Holds Tremendous Opportunity for Indian Marketers to Unlock Growth

Business Wire India

  • Marketers in India are missing potential opportunities to reach out to men in the categories where both genders are equal decision makers 

  • 58% ads on air target women exclusively, and only 35% are targeted towards both genders


Marketers are reinforcing rather than helping to eradicate harmful gender-based stereotypes. That’s according to the latest AdReaction report released by Kantar, which reveals the disconnect between consumer and business opinions of gender portrayals in advertising. While the clear majority of marketers globally (more than 75%) think they are avoiding gender stereotypes, 76% of female consumers and 71 % of male consumers believe that the way they’re portrayed in advertising is completely out of touch.



The latest AdReaction report from Kantar includes analysis on advertising creativity and media effectiveness both globally and in India. The latest edition is based on a comprehensive analysis of how women and men are portrayed in ads, and how they respond differently to marketing. The report aims to guide marketers on their gender progress journey and help brands grow, by Getting Gender Right. 



Commenting on the study findings, Vishikh Talwar- Managing Director- Kantar Millward Brown, South Asia, said: “Gender is a sensitive topic - one that society is currently renegotiating across social, cultural, political and commercial spheres. The India leg of the survey comes at a very pertinent time as the subject of gender portrayal has gained immense importance both globally and closer to home. The report highlights that the bulk of ads in India are targeted at women; but marketers appear to be targeting them led more by stereotypes. Gender targeting should not be an either/ or decision and we need to challenge these outdated assumptions. From a portrayals perspective, more emphases need to be made towards aspirational and authoritative roles. The industry as a whole needs to be more aware than ever that things need to change.”

 

Key Highlights:


  1. Globally, gender-balanced brands drive greater brand value while brands that skew towards men tend to underperform and are valued on average US$9bn less. Only one in three brands achieve this balance in India.

  2. Getting the gender placement right is important, especially from a digital and static perspective because it can be used as a targeting and optimization variable in these channels.

  3. In the wake of the #MeToo movement, the industry globally claims they are actively designing for both genders and representing them in a progressive context. But less female marketers are convinced with the way they’re portraying men in the advertisements.

  4. Good ads work well with both genders. New information has the highest receptivity in India, more than 50% men and women become more positive towards the ads that have new information. This is closely followed by humour which has a critical role to play in improving the ad receptivity with both genders.

  5. Breaking stereotypes helps. Female players in sports ads are loved by women audiences and it also surprises men; generating increased engagement.



More News

Creating Communities, Delivering Happiness: Dr Niranjan Hiranandani

20 Mar 2019 | 7:05 PM

The Thane Municipal Corporation has become the first civic authority in the country to introduce the concept of happiness index (HI). The TMC, recently, allotted an amount of Rs. 100 crore to improve the happiness index of its citizens.

see more..

YASH Technologies Relocates its Americas Headquarters to Chicago

20 Mar 2019 | 6:40 PM

YASH Technologies, a leading global consulting, technology, and outsourcing partner announced that it is moving its Americas Headquarters to Chicago, Illinois, USA.

see more..

Topcoder’s Crowdsourced Quality as a Service for on-Demand Testing Enables Faster Speeds, Greater Work Volumes for Customers

20 Mar 2019 | 6:23 PM

Topcoder, a Wipro company, and the world’s largest talent network and crowdsourcing platform for developers, designers, data scientists and testers, today announced that its on-demand, crowdsourced Quality as a Service (QaaS) offering has powered a three-fold surge in speed, a two-fold increase in the regular work volume, and five-times the risk coverage for 60 client organizations, as compared to those enabled by traditional quality assurance and testing methods.

see more..

RealtyNXT Secures the Best Blogger of the Year Award

20 Mar 2019 | 5:14 PM

RealtyNXT, a platform that has been reaching out to the real estate fraternity for the past two years has bagged the prestigious Marketing Maverick Award for being the best blogger of the year.

see more..
image