Exploratory study of femvertising

Abstract

Advertising has always been used as a tool by the organizations to reach to its customers. Companies have developed various methods to improve the brand’s exposure through various channels. The brand managers today have become very shrewd to the personalities that can be associated to their products and give its product a personality. On the similar front, the marketing industry has broadened the meaning, use and display of femininity. Femvertising which is nothing, but the female advertising has been one of the tools used in the marketing field now-a-days. Femvertising, as a marketing strategy has received both positive and critical feedback in the area of communication.