The Big Idea : Catering To Both Genders

An unmarried man makes his own choices when purchasing a product.
An unmarried woman makes her own choices when purchasing a product.
A married woman makes her own choices when purchasing a product.
A married man's wife makes his choices when purchasing a product.

To be able to appeal to the Man's eye is one thing but to be able to make the wife agree is always a challenge, especially when it comes to her husband buying a sports car.

The Lexus GS F is one thing for sure -- it's really fast. It's an extremely fun drive addictive in its suspension and luxury. It has one other appealing aspect -- it's comfortable. Usually I feel jam packed into a sports car. The fact that there is so much leg room in the back and the seats don't eat you in the front is amazing. This give the car a change to appeal to women as well as men.

I want to focus on "The Best Of Both Worlds". You can load your family up in the car. Drop off the Kids and have a fun race to work when you're alone. It's truly a win-win situation for him because he can be responsible when someone is watching, but he has that option to have a little fun when he is alone.

"Identifying the people who comprise the core audience is essential to formulating insights, strategies, and, then, relevant ideas. Many factors and criteria are evaluated when defining the core audience, for example, a demographic, psychographic, or behavioral profile. Demographic refers to the selected population characteristics. Some common variables include age, sex or gender, income, education, home ownership, marital status, race, and religion." (page 20 textbook)

When a man is test driving a car he is looking for specific things. So goes for the woman.
The Lexus GS F did it right when creating a roomy cabin as it opens the possibility for everyone to enjoy it. Man, Woman, Children alike.

"Before advertising comes a core branding idea—the idea that imbues a brand or group with character that differentiates it and builds a relationship with the audience." (Page 49 of textbook)