Was reading the Womens Day Special of Economic Times a week or two ago and came across an article on how marketers need to realise how their target audience is changing. It started by saying David Ogilvy once wrote - 'The customer isn't dumb-she's your wife'. The writer (don't remember his name right now) was talking about how women are changing their world today - they are independant, confident, career oriented etc. Therefore there is a need to adapt and change marketing strategies. So he spoke about how Fair & Lovely use to show ads of a girl getting rejected by a prospective groom in an arranged marriage situation because she was dark but today all these fairness creams are either showing women becoming fair and having guys falling all over or getting the jobs of their dreams.
There were a few more examples but what was also interesting was how the writer said that the entrance of television actually lead to such a strong change in how women are percieved and how women actually did change thank to tv. He specifically mentioned Rajni and Lataji as turning points. Here were women characters who were crafted as being smart, self-confident, and ready to fight for what they believed.
Anyway I found the article very interesting. It made tons of sense too because it so real and 'obvious'.
Of course the article ended with the writer saying - If David Ogilvy was writing a book today, he might have said - The customer isn't dumb - she's your boss.
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