Ellen DeGeneres has a great comedy routine about a line of Bic pens for women. Your students should enjoy this video. It can be used to initiate a discussion of demographic segmentation by gender.Discussion Questions:
- What is your overall reaction to this line of Bic pens designed for women?
- On a more serious note, should Bic develop a different advertising communication approach for females versus males? Why or why not? What are the advantages and disadvantages?
- Identify products that are used by both genders, but are advertised using different communication approaches. Discuss the merits of using two different marketing campaigns.
- What are some products that are used by both genders that utilize a common communications approach? Could a different strategy be used for each gender? Why or why not?
Clow/Baack 