July 7, 2011

Men and Women Respond Differently To Various Types of Creative Ad Elements

Kate Dreyer
Director, Corporate Communications
A recent Data Gem, entitled Men More Difficult to Persuade with Advertising than Women, revealed that while men and women recall advertising at similar levels, men are generally less responsive to advertising messages overall. To better understand what drives these differences between men and women, we decided to dig a bit deeper.

The findings showed that women respond more favorably to ads with product research information, more frequent brand name mentions and various types of product illustrations or demonstrations. Alternatively, men were significantly more responsive to ads containing superiority claims.

Difference in advertising response

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Ad Impressions