Influence of Gender on the Advertising Responses of Young People for Products of Mobile Operators in Bulgaria

The use of gender as a marketing strategy for market segmentation requires consideration differences in information processing. This would increase the effect advertising campaigns by adapting them to dynamically changing market. he presented empirical study was conducted after 300 men and women aged 18 25 years, users functional mobile products. aim is determine extent which determines positive negative responses, identifying subjective judgments. results research are confirmation some basic hypotheses Selective model processing messages: objectivity subjectivity women; selectivity perception attributes product integrity - stronger willingness new products than men. present offers an hypothesis that form responses larger number signals advertising, while messages. Satisfaction proving be very important factor both sexes, it women, men’s frustration with women.