- Dr. K. Selvaraj
- Professor and Head, PG and Research - Department of Commerce, Mahendra Arts & Science College (Autonomous) Kalipatti, Namakkal Dt. Tamilnadu, India.
- SSAR Journal of Economic and Business Management (SSARJEBM) ISSN: XXXX-XXXX (Online)
- PP.18-21
- DOI:
Advertising is a marketing tactic involving paying for space to promote a product, service, or cause. The actual promotional messages are called advertisements, or ads for short. The goal of advertising is to reach people most likely to be willing to pay for a company’s products or services and entice them to buy. Femvertising, a combination of the words “female” and “advertising,” describes marketing strategies that specifically target women and advocate for gender equality, empowerment, and feminist principles. Marketing shapes how messages and products are presented to women, reflecting changing society’s expectations and views about diversity, inclusivity, and gender roles. The main objectives of the study are to determine the attitude towards advertisement. Under Stratified random sampling the researcher will divide the population sub groups called strata based on characteristics that they share. The study ministered 550 questionnaires to the respondents, out of which 513 data were collected and analyzed. Femvertising not only drives sales but also fosters brand loyalty and contributes to social change. Businesses can benefit from incorporating femvertising into their marketing strategies, ultimately creating a more inclusive and socially responsible brand image. By promoting gender equality, companies can appeal to customers who share these values, leading to increased customer loyalty and growth.
Keyword: Femvertising, customer’s awareness, Strategic positioning etc.