Marketers ignore dads at their own peril, data suggests

10/17/2011 | Advertising Age (tiered subscription model)

Brands that focus their marketing efforts solely on moms risk alienating dads, who research from Ipsos suggests are taking on additional responsibilities in terms of choosing entertainment outlets for the family. Some packaged goods marketers are taking heed of that additional responsibility among dads and are tailoring their own marketing to appeal to the man of the house.

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