Pocketbook Power: How to Reach the Hearts and Minds of by Bernice Kanner

By Bernice Kanner

Whereas ladies make up 52.1 percentage of the U.S. inhabitants, they regulate two-thirds of the nation's disposable source of revenue. In Pocketbook energy famous advertising and marketing specialist and bestselling writer Bernice Kanner describes how woman spending energy has noticeably reworked the face of advertising during the last numerous many years. Combining compelling demographic and statistical info with eye-opening and exciting "tales from the trenches," she explores how the advert global has replied to a female-dominated industry. zone by way of zone, Kanner describes winning techniques which were used to arrive girls shoppers of clothing, monetary providers, future health care, expertise, and extra. An wonderful and informative examine how contemporary women-dominated market is shaking up the established order on Madison road Anatomizes the most profitable (and unsuccessful) women-oriented campaigns of all occasions

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With simplification being the goddess and her subjects editing their to-do lists, good enough regularly beats out spectacular. Almost every decision a woman makes is subject to split-second analysis: How much time, effort, and energy must I put into this? Does it add stress to my life or bring me more of the good stuff I need? As they shift from working harder to working smarter, women seek out companies that are part of the solution, not part of the problem. More women are tossing out perfection to do just enough to get the payoff.

The pitch is for Salt Lake City biotech company Myriad Genetics to incite women like her to take its test and find out. Whether you consider this promotion irresponsible—after all, supposedly only 1 in 20 breast cancers have a genetic link and the DNA screen and required genetic counseling cost thousands of uninsured dollars—one thing you won’t soon consider is that it is unusual. com. It’s one symptom demonstrating that the whole health care world has been reinvented. Today, “women are the health care industry,” says Bernadine Healy, former secretary of the National Institutes of Health (NIH) and head of the American Red Cross.

At 38 million strong already, with one turning 50 every 7 to 8 seconds, women nearing retirement are the most populous group—and the neediest. Two of five women found the process of preparing for retirement “too hard to negotiate,” says Don Blandon, president of the American Savings Education Council. ” And only a third of women who have saved for retirement believe that they have invested wisely, compared with about half of men, according to the Retirement Confidence Survey. , UNUM Corporation, and New York Life 36 Pocketbook Power Insurance Company have set up products and programs just to soothe them.

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