ABSTRACT
If you hadn’t been studying how firms design and market for men and women you might be surprised to hear the view that ‘Marketing to women is a big and echoing void’ (Popcorn and Marigold 2001, 9). The discipline of marketing has, after all, been around in its present form since at least the 1940s and so you might expect the science of advertising to be well developed. Why 1940? That was the year that television was introduced, with audience figures soaring in the 1950s, and it was advertising that paid for the popular new shows. This helped support the growth of advertising, marketing and PR agencies and soon television far surpassed radio as an advertising medium.
