There is no hiding when it comes to drawing the attention that the marketing, advertising and tech industries have gender issues. When I did an internship with a media advertising agency called Initiative there was an obvious division in the company. Majority of the senior positions were male. Even when speaking to the MD she had no explanation for this clear diversity within the industry. Following the leading diversity in the industry there was talk of this issue on International Women’s Day, where people spoke to women working in these industries, asking what needs to be done to close the workplace gender gap.
It has come to the attention of HR that perhaps they need to do a better job at attracting women into the industry. Although this is not easy when they lose women due to maternity leave, concerning an issue with perhaps inconsistency resulting in men moving up in the industry into higher roles.
‘Women and men respond to entirely different stimuli when viewing and evaluating advertising messages’. (Popcorn& Marigold,2000). Men respond positively to male imagery and women respond positive to female imagery. Hence when an advert for a men’s deodorant they wouldn’t be showing girls shoes, they show muscular males using the product. Although strategic advertising for women will use products with a masculine appeal and respond positively to imagery.
Overall, I think fewer women get higher roles because it’s competitive and women are often discouraged from being competitive. In digital it is seen that there is a false perception that women aren’t skilled enough.
33% percent of women who completed a survey said that they have failed to receive crucial assignments or promotions because of their gender and 42% percent claimed to have been excluded from key decision-making processes because of the same gender-based discrimination.
There has been a recent report on a rise in sky’s revenue, which surprisingly has rose by 5% despite the impact of Brexit. Sky also gains around a third of its business to countries such as Germany, Italy and Austria,which has a huge impact with the recent political movement. Brexit has hit a lot of companies hard however, for Sky they have seen an increase within the time that the shocking political scene changed.
Although advertising revenues are down by 3% within a result of Brexit, Sky profits posting increases. The decreasing viewers and expanding advertising demand has guided to some astronomical airtime increase, gaining 10% for ABC1 audiences and 15% for young target market groups. “Sky reported there increase to £11.3 billion in the last few months and pre-tax profit increased 6% to £1.2 billion’.
Sky has taken onboard this change and perhaps the reason for this increase of revenue is the result of using AdSmart systems to target household owners. Compared to their main competitor itv’s billing as a demand for advertising surging even as audiences decline. Compared to Sky its audience has grown and is taking a data-led strategy to upgrade ad revenues, which is resulting in an expansion financially.
The most successful platform for advertisement is TV, this is for any form of brand or company hence there is “category wars” whether its social media, supermarkets, clothing brands etc.
It added nearly one million sky customers in the UK taking the total to more than 12 million. Sky Media’s revenue increased 5 per cent to £510 million for the year. Chief executive Jeremy Darroch said that Brexit “doesn’t really change our thinking” in any aspect of Sky’s marketing strategy, because what do people do when they can’t go out to dinner and spend money? They stay in and watch evening television, which is why Brexit hasn’t managed to knock confidence out of the Media branches.