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HomeShop at BookSurgeBusiness & EconomicsInformation ManagementRe-render the Gender: Why the vast majority of advertising is not connecting with women - and what we can do about it. |
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| Customer Reviews: | | Average Customer Review: ( 10 customer reviews )
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Most Helpful Customer Reviews
 spot on Dec 09, 2009
By Josh Mayer
Jordan takes through--from an insider's perspectives--the steps that can lead to success and the steps that lead to failure. And he writes as if he is in the room talking to you. What most impresses is his ability to remove all the mumbo-jumbo and double-speak that contemporary advertising is rife with, to lead you to the logical high ground. As an Creative Director I recommend this book for all creatives, planners, account executives and clients, especially those who market to women, as it clears up misconceptions and illuminates winning strategies we can all use. Bravo.Re-render the Gender: Why the vast majority of advertising is not connecting with womenand what we can do about it.
 Advertising - crazy gender dynamics Aug 17, 2009
By Ms. G. Moss
"Gloria Moss, author of 'Gender, Design and Marketing'"
This book provides remarkable evidence of the way that many advertisements fail to resonate with their key target market, women. Tom Jordan does not shun controversy and puts the blame sqaurely on the fact that advertising is a 'man's world' in which merit is judged in terms of success in advertising competitions. Ironically, although many of the creatives currently employed miss their target 'by a mile', this is a world in which women can succeed only if they 'think like a guy'.
Tom Jordan's book offers unique insights tino the advertising industry and is all the more credible for being written by an experienced and senior advertising practitioner. It is rich with examples and illustrations and is immensely readable. This is a must read for anyone who wants to find out about the opportunities and constraints posed by gender in the advertising industry.
Fast read. Enormous insight. May 19, 2009
By Kasey Windels
"advertising asst. professor"
Re-Render the Gender is a great read for academics and practitioners alike. Jordan provides interesting stories to help the non-"ad man" understand the context in which ads are made. But he takes it two steps further than that. First, he shares proprietary research he has conducted on marketing to women. And perhaps the most interesting part of this book comes at the end, when Jordan shows ads that missed the mark with a female audience, and then improves upon those ads based on the findings of his research. Re-Render is a pleasurable, fast read, and it's a must have for anyone looking to hit the mark with women, who, as Jordan points out, influence 80% of all purchase decisions.
start reading...now Apr 29, 2009
By Jean Grow
"advertising prof, consultant & author"
I've been studying advertising and gender for years (used to be in the ad business too). Along the way I met Tom Jordan. His work is not only rock solid, it's a must read. Re-Render the Gender is not about "marketing to women." Nope. It's about how to reach the people who make 80% of ALL consumption choices, the dual-audience decision makers, and it's loaded with great examples. In these lean economic times, and beyond, it's a must read book for every marketing manager and ad strategist.
Great resource for Real World or Ivory Tower Apr 07, 2009
By SJB
In a former life I was a copywriter. Now I'm teaching the next generation. This is a book both professionals and students will use. Think about it... if 80% of purchase decisions are made by women, while 70% of the ads are created by men, then it shouldn't be surprising that there's a disconnect. What is surprising is that a man has tackled this sticky issue -- giving reasons how we got to where we are and offering ways we can make our advertising better reach the women who are buying all these products. And he does it in an engaging way. I tell my students to write the way you talk. Thomas Jordan does exactly that. Very conversational and a great read. I'm glad I have this on my bookshelf.
See all 10 customer reviews on Amazon.com
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