1. Is the criticism of the "Campaign for Real Beauty" warranted? What drives women away from a brand?

According to one industry study, a brand should do the following if it wants to drive away half the population: avoid nut ritional information on food labels, institute questionable business ethics, not practise what it preaches, ignore women as consumers, and objectify them as women. Consistent with these findings is a result that says women value health and wellness, relationships, morals and ethics, helping others, and fulfillment.

Moreover, brand loyalty is driven by products that offer good value, meet expectations, make life easier, ensure family happiness, and <9 Big Cheese Photo/SuperStock positively affect we 川-be i ng . When ta rgeting women, advertisers look to other data and find that 56 percent of women visited YouTube in the past week. Ofthe 3.8 million Canadian Pinterest users, 66 percent ofthem are women. Women are more social on Facebook and are 18 percent more likely to follow a brand in that social media vehicle. Women tend to respond to emotional ads compared to men, who like light-hearted and humorous ads.