IPC research seeks to review appeal of ads to most women

By JOHN OWEN, campaignlive.co.uk, Friday, 30 October 1998 12:00AM

Advertisers are undestimating the value of mass-market women, according to new research from the IPC women’s weeklies group.

Advertisers are undestimating the value of mass-market women,

according to new research from the IPC women’s weeklies group.



The qualitative survey, which looked at C1C2D women aged 18 to 60 who

regularly read weekly magazines, found that in the last decade this

group of women have become better educated, are more likely to have a

job and to be in positions of influence.



These women also appreciate advertising, particularly ads for well-known

brands which are relevant to them, the survey said. IPC will now use the

findings to try to bring in more brand advertising to its weekly

magazines.



Christina Hartley, the head of advertising and marketing at the weeklies

group, explained: ’We don’t get a huge amount of branded

advertising.



There’s an almost misunderstood feeling that these women just buy

Tesco’s own-label. When it comes to creative advertising, the ones that

worked were stylish ads, similar to those seen in the monthly

magazines.’



This article was first published on campaignlive.co.uk

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