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:

  1. What is your overall reaction to this line of Bic pens designed for women?
  2. 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?
  3. Identify products that are used by both genders, but are advertised using different communication approaches. Discuss the merits of using two different marketing campaigns.
  4. 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?

About Dr. Ken Clow

Co-author of textbook.

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