Study: Women consumers want a blend of ads and news

06/22/2011 | PaidContent.org

Women generally respond to a variety of media, including advertising and independent or "earned" media, when making a buying decision, while men rely mainly on third-party sources, according to a study by WPP Group's Kantar Video and Synaptic Digital. In addition, women's brand awareness was significantly heightened by a combination of paid and earned media, the study found.

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