Effectively tailor your marketing and advertising message to moms.
With this concise, 37-page executive briefing, you'll gain a clear understanding of:
- how moms' need for ""me"" time plays out in family life, self-care and work
- moms' greatest stress points
- what mothers want in a store
- moms' attitudes toward advertising to them . . . and to their kids
- blogs and other online experiences as the ultimate moms communities
- how the family table reflects moms' conflicting priorities
- and more.
Through topline findings from more than 63 research sources, ""What Moms Think and Do"" will help you recognize the conflicting roles moms play, so you can establish a rapport with them through products, services and advertising that complement their complex lifestyles. Plus, each abstract is fully sourced so you can delve deeper into research that is critical to your next on- and offline campaign.
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- What Moms Think and Do
- TABLE OF CONTENTS
- INTRODUCTION
- Attitudes Toward Advertising and Marketing
- Media Companies Expand Offerings And Adopt New Marketing Strategies To Appeal To Busy Moms
- When Moms Want A Laugh
- When Moms Find Ads Annoying
- Advertisers Wrong On Single Moms
- Moms Weigh In On Kid Ad Debate
- Advertising To Kids: What Moms Think
- Moms Dis Super Bowl Ads
- Marketing Healthcare To Moms
- Family Life
- More Than a Third New Moms Are Single
- Exhibit 2.1: Views on Unmarried Women Having Children, 2007
- Exhibit 2.2: Employment, Single Mothers vs. Married Mothers, 2007
- Snapshot Of Married And Unmarried Mothers
- Exhibit 2.3: Views on Unmarried Couples Having Children, 2007
- The Cost Of Having A Baby
- The Cost Of Raising A Child
- Exhibit 2.4: Estimated Total Annual Expenditures On Children By Middle-Class Families, By region
- Childcare Costs Delay, Even Deny Motherhood
- Moms Want More Time With Their Spouses, Don't Miss Work
- Exhibit 2.5: Parenting Tasks Moms Wish They Had More Time For, 2007
- Parenting Tasks Moms Wish They Had More Time For, 2007 Moms Crave A ""Me"" Zone
- New Moms Miss Date Nights
- Moms Lack Time For Self-Care
- Moms Who Work Part-Time Sleep Best
- Mothers Work Hard And Follow Their Own Mothers' Advice
- Moms Have Their Own Generation Gap
- Black And Hispanic Parents Are Concerned About Kids' Diets
- Moms Are Friends With Their Children
- Parents Don't Know What Issues Face Their Teen Daughters
- Moms Seek E-Spirituality
- Exhibit 2.6: What Moms Talk About With Their Children, 2008
- Facts About Moms
- Food & Nutrition
- Navigating The Aisles For The Family Table Reflects Mothers Conflicting Priorities
- Exhibit 3.1: What makes a shopping experience ""good"" when shopping with small children?
- Exhibit 3.2: Which of the following factors, if any, are important to mothers
- when buying products for their families?
- Exhibit 3.3: Which three of the following are most likely to make mothers shop at a particular store?
- Exhibit 3.4: How do mothers find out about new products and brands for their families?
- Exhibit 3.5: Which of the following types of ads speak to mothers most effectively?
- Moms Take Evasive Action During Cold And Flu Season
- Exhibit 3.6: What Moms Do When They Feel A Cold Coming On, 2007
- Exhibit 3.7: What Moms Do During Cold And Flu Season That They Don't Do During The Rest of the Year, 2007
- Moms Are Trying New Types Of Baby And Junior Foods
- Moms Give More Thought To Nutrition
- Most U.S. Moms Breast Feed
- Media Use
- Claiming A Place In Cyberspace, Mommy Blogs Emerge As A Force For Marketers And Moms
- Moms Are An Online Force
- Searcher Moms Buy Online
- Half Of Kids Help Parents With Internet
- Old Media Wanes, New Formats Surge With Working Moms
- Women Take The Digital Lead
- Shopping Habits
- Exhibit 5.1: Proportion of Holiday Shopping Moms Plan to Do Online, 2007
- How New Moms Shop
- Moms Spend More On Holiday Gifts As Children Get Older
- Whoa, Rudolph! Toy Recalls Playing Havoc With Moms' Shopping Mood This Holiday Season
- Exhibit 5.2: How Many Shoppers Plan To Buy Toys As Gifts
- Toy Recalls: Moms' Point Of View 32
- Moms Want Toy Standards
- Exhibit 5.3: If there were a set of universal safety standards for the toy industry, how likley would you be to buy a toy labeled as compliant vs. one not labeled as such?
- What Women Want In A Store
- Moms Spend On Kids Clothes, Entertainment
- Work
- Mothers Would Stay On The Job
- Help Wanted: Moms
- Workplaces Support Breastfeeding
- Breastfeeding Moms Find Workplace Barriers
- School's Out; Working Moms Are Worried
- Moms Merit Six Figures
- Do Moms Get Better Work/Life Family Programs?
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