Merkle and Association of National Advertisers Release Sports Car Stereotypes Report
April 21 2017 - 8:00AM
Business Wire
Merkle (www.merkleinc.com), a leading technology-enabled,
data-driven performance marketing agency, announced that it has
released a new report in conjunction with the Association of
National Advertisers (ANA) and the Alliance for Family
Entertainment (AFE), titled Sports Car Stereotypes: The Truth about
Gender Purchase Psychology and Marketing. Merkle partnered with the
ANA AFE to support the #SeeHer initiative, which seeks to
accurately portray all girls and women in media, so that by 2020,
they see themselves reflected in advertisements as they truly
are.
Marketers have long sought to market their products effectively
to women – and many attempts have fallen short, leaving consumers
turned off by the effects of cognitive bias. In a psychology-based
study examining the purchase decision process for sports cars,
Merkle’s Neuroanalytics™ practice and ANA AFE examined the
priorities and motivations of each gender. A key finding is that
women want to be treated like thoughtful, diverse human beings and
represented as such in advertising. It seems like an obvious
answer, but marketing campaigns over the last century have proven
otherwise.
“We developed the insights included in this report using
Merkle’s Neuroanalytics™ practice based on means-end theory,” said
co-author Ethan Hanson, associate director, advanced methods and
research at Merkle. “The research gave us an understanding of both
the product needs that consumers have, as well as their connected
personal benefits, ultimately allowing us to paint a full picture
of the decision process.”
Marketers can learn more about the report insights by attending
the complimentary webinar, featuring the ANA AFE, on Thursday, May
4 at 11:00 a.m. ET. The webinar, Stopping the Stereotype: Purchase
Psychology by Gender and What it Means for Marketers, will be led
by Hanson and Stephen Quinn, chair, ANA AFE. Quinn is the prior CMO
of Walmart and Frito-Lay, among positions at Johnson & Johnson,
Procter & Gamble, Pepsico. Hanson and Quinn will provide
attendees with a transformational look at buyer motivations, gender
representations in advertising, and where the industry is
headed.
About Merkle
Merkle is a leading data-driven, technology-enabled, global
performance marketing agency that specializes in the delivery of
unique, personalized customer experiences across platforms and
devices. For more than 25 years, Fortune 1000 companies and leading
nonprofit organizations have partnered with Merkle to maximize the
value of their customer portfolios. The agency’s heritage in data,
technology, and analytics forms the foundation for its unmatched
skills in understanding consumer insights that drive people-based
marketing strategies. When combined with its strength in
performance creative and media, Merkle creates customer experiences
that drive improved marketing results and shareholder value. With
more than 4,100 employees, Merkle is headquartered in Columbia,
Maryland with 16 additional offices in the US and 8 offices in
Europe and Asia. In 2016, the agency joined the Dentsu Aegis
Network. For more information, contact Merkle at 1-877-9-Merkle or
visit www.merkleinc.com.
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Merkle Inc.Sarah Bourdeau,
443-542-4288SBourdeau@merkleinc.com