For Immediate Release
Contact: Cindy Gittelsohn
Jericho Communications
212/645-6900 x 109
cindy@jerichopr.com

SURVEY FINDS THAT THE OLD ADAGE “SEX SELLS” ONLY APPLIES TO WOMEN IF THEY’RE OVER THE AGE OF 40
Marketing Survey Shows Younger Women De-emphasize Sex, Put a Higher Stake on Capabilities, and are More Comfortable with the Option of Being Homemakers

A recent marketing survey conducted by DiMassimo Brand Advertising found that women over the age of 40 are much more sexually minded than younger women in the bedroom, in their minds and in the aisles of the supermarket… The survey found that 52% of women over the age of 40 said that they perceive sexually active women as more powerful – compared to only 18% of younger women who felt the same way. It also uncovered that 43% of older women said they were more promiscuous in their fantasies than they are in real life, compared to only nine percent of younger women who agreed and women over the age of 40 (67%) were three times more likely than younger women (21%) to say they would be less likely to purchase beauty products that featured plain looking people in their ads.

The survey, which queried a total of 800 women (400 in each age group), was conducted to uncover differences in attitude, behavior, purchasing habits, and emotions of both younger and older women. Additional survey statistics include… when asked which Sex in The City character they most admired, the number one choice for woman over the age of 40 was “Samantha” (31%) – while the number one choice for younger women was “Miranda” (28%), followed by “Charlotte” (22%). Also, a whopping 73% of older women felt that Britney Spears and Christina Aguilera’s sexual image is proper for girls as a role model compared to 52% of younger women who felt the same way.

“For as long as I can remember advertisers have labored under the assumption that sex sells, no matter who you are,” explained Mark DiMassimo, president and creative director of DiMassimo Brand Advertising. “What this survey has uncovered is that sex doesn’t always sell, and what is perhaps most surprising to some advertisers is that younger women are the ones who are least ‘turned on’ by overtly sexual themes in advertising.”

The survey also found that sex and aggression can be found in the mates these women choose. The top five men older women would chose to spend one night with were: Russell Crowe, Robert Downey Jr., John Stamos, Tommy Lee and Dennis Rodman. While the top five for younger women were: Justin Timberlake, Tom Cruise, Tom Hanks, Ewan McGregor and Hugh Grant. George W. came in 11h for older women and 9th for younger women.

When asked what depiction of women in advertising would most turn them off, the number one answer for woman over the age of 40 was being depicted as housewives (48%). Only 7% of the younger set found that most offensive – while 52% of this group said the biggest turn off was being depicted as less capable than men.

DiMassimo continues, "David Ogivy had it wrong; the consumer is not "your wife." We've shown that to be an overgeneralization. Understanding what goes on in the minds of specific cohorts of women can give an advertiser a one-up on their competition. Having a knowledge about what specific groups of women think, dream and fantasize about is really the very essence of knowing how to best influence them."

As far as product loyalty goes, the survey found that only 5% of younger women said they have purchased the same laundry detergent in the course of one year, compared to 52% of older woman. Also, 15% of younger women said they’ve purchased the same toothpaste for that period of time, compared to 74% of older woman. And 39% of younger women said they maintain loyalty to the same feminine hygiene products, compared to 86% of older woman.

In total, 79% of all the women surveyed said there would be peace in the Middle East if both nations were led by women. Additionally, 18% of older women said they would live their lives by the Saudi culture if they were in love with a local citizen – surprisingly, 29% of younger respondents said they would do the same.

Additionally, younger women may be less sexually-minded, and appear to be far more aggressive and individualistic when it comes to driving behavior. Younger women were three times more likely than women over the age of 40 to admit to regularly driving more than 10 miles per hour over the speed limit – they were also six times more likely to aggressively cut in front of another motorist and four times more likely to use hand gestures to show road rage.

About DiMassimo Brand Advertising
New York-based DiMassimo Brand Advertising, the only creative agency with a heritage in direct marketing, was founded in 1996 and promises to "move businesses." In addition to helping Island ECN move to the top of their category, the agency's commitment that every communication both sell and build the brand has lead to quantifiable success and growth for such clients as, the most profitable New York City hotel, The Plaza Hotel, the nations leading direct marketer Columbia House, CRUNCH Fitness, Hotwire, Island ECN, the Partnership for a Drug Free America and a new as-of-yet unnamed sports drink for Hampton Mills, among others. Mark DiMassimo, a leader in the branding-arena, appears frequently on national television programs on networks such as ABC, CNN, CNBC and FOX and is a regular contributor to Adweek and Brandweek. For additional information, visit www.dimassimo.com.

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Mark DiMassimo is available for interview.

Did You Know…
According to a marketing survey conducted by DiMassimo Brand Advertising…

The Power of Sex
52% of women over the age of 40 said that they perceive sexually active women as more powerful – compared to only 18% of younger women who felt the same way.

Beauty Is In The Eye of the Beholder
Women over the age of 40 (67%) were three times more likely than younger women (21%) to say they would be less likely to purchase beauty products that featured plain looking people in their ads.

Older Sex in the City
When asked which character in Sex in The City they most admired, the number one choice for women over the age of 40 was “Samantha” (31%) – while the number one choice for younger women was “Miranda” (28%), followed by “Charlotte” (22%).

That Ain’t No Nightmare
43% of older woman said they were more promiscuous in their fantasies than they are in real life, compared to only 9% of younger women who said so.

I Guess We Won’t Be Seeing Florence Henderson Hocking Products Anymore
When asked what depiction of women in advertising would most turn them off… the number one answer for woman over the age of 40 was being depicted as housewives (48%). Only 7% of the younger set found that most offensive – while 52% of this group said the biggest turn off was being depicted as less capable than men.

Weighing The Pros and Cons of Advertising
3% of older women and 21% of younger women said they would buy products that used overweight people in their ads.

Some Things Are More Important Than Others
Women over the age of 40 were three times more likely than the younger group to say they would put their health in danger to look better – 56% of the older age group said they would smoke to keep their weight down compared to only 18% of the younger group.

If Women Didn’t Have To Hide Behind A Vail
In total, 79% of all the women surveyed said there would be peace in the Middle East if both nations were led by women. Additionally, 18% of older women said they would live their lives by the Saudi culture if they were in love with a local citizen – surprisingly, 29% of younger respondents said they would do the same.

The Answer To The Question Bill Clinton’s Been Waiting For
When asked if you have ever cheated on a significant other, the percentage was about the same for both age groups – 16% for women over the age of 40 and 14% for younger women. But when asked what they considered “cheating behavior” – 61% of younger woman said it was as simple as a kiss while 41% of older women said they would have to go as far as oral sex before they considered it infidelity.

Living in the Fast Lane…At Least on the Highway
Younger women were three times more likely than women over the age of 40 to admit to regularly driving more than 10 miles per hour over the speed limit – they were also six times more likely to aggressively cut in front of another motorist and four times more likely to use hand gestures to show road rage.

The Ultimate Sacrifice
A whopping 76% of the women over the age of 40 and 64% of the younger group said that their male mates resent their success. Also, 58% of the older group said at one time or another said they have held back in school or work so as not to offend a man while only 13% of the younger group admitted to making that sacrifice.

Introducing the New PMS Toothpaste
When asking both groups about their purchasing habits over the course of one year… Only 5% of the younger women said they have purchased the same laundry detergent, compared to 52% of older woman. Also, 15% of younger women said they’ve purchased the same toothpaste for that period of time, compared to 74% of older woman. And 39% of younger women said they maintain loyalty to the same feminine hygiene products, compared to 86% of older woman.

Are Men and Women Really Equal
While 71% of all female respondents said that men and women should be treated equally in every way – 63% also said that on a sinking ship, men should only be allowed in life boats after all women had boarded.

Top Five Men Older Women Would Chose To Spend One Night With
1. Russell Crowe
2. Robert Downey Jr.
3. John Stamos
4. Tommy Lee
5. Dennis Rodman

*George W. was number 11

Top Five Men Younger Women Would Chose To Spend One Night With
1. Justin Timberlake
2. Tom Cruise
3. Tom Hanks
4. Ewan McGregor
5. Hugh Grant

*George W. was number 9.