User:BMTorres/sandbox

Christina Knight has gone on to lecture about women and marketing and has even spoke as a TEDxSSE speaker in April 2014. She spoke from experience, talking about how awkward it was for her to campaign women sanitary protection to men in a client meeting. She gives us a look into the marketing field that is prominently men, because in her own words only 3% of creative directors are women in the U.S.A. She spoke about the term 'the pink ghetto', a term that was coined in 1983 to described the portion of the labor market that is predominantly female professions. But in the advertising industry, the term is used more for when the women who are in the field are placed in areas where it is deemed as typically female, example is Christina Knights campaigning for women's sanitary protection, although she was able to get herself in other assignments such as telecom, cars and ventilation technology. Throughout her talk, she makes a point that there has been a lack of women. There were few women to look up to in that industry, and she has traveled to find women in the field to show the younger generations more role models. In her own words and findings she shows a list of percentages during her talk, Women account for 80% of all consumer purchases, 55% of all home electronic purchases, 89% of all financial purchases, 92% of all holiday trips decisions, and 90% of all care purchases (by influence). She shows this because she was making the point that in the advertising industry, if women are not being brought to the forefront in this field could be a lost in money. That marketing to women could be beneficial, but that doesn't mean just make it pink.

Her arguments are not about having more women, or women should take control. But rather to have more equality in men dominated field so that there would be more balance in that field. With more equality comes with more perspectives to share which could be beneficial in the end. Even in her interview in AdWomen in 2009, when the prospect of there ever being a segregation between whats being marketed for women and what's being marketed for men, she completely disagreed with that line of thinking. She argues that you need more women, not a separation. Even when something is more for women or more for men, in her experience, both sides listen but the difference is that both sides have different experiences and with that, opinions as well of course. So when a product that is more towards one gender is being made, then it could be easier to target that gender more successfully. When asked about how to target women and key factors to reached them, she denied there being a definite answer because that would generalize them. She spoke about role models and there importance to younger generations. How that while she was still in school she didn't have any female teachers. So she's made it a point to write about an essay on the subject and has become a role model herself as she holds lectures in that school now that she has rose the ranks herself to inspire the women there now because she acknowledges that there are talented men and women.

In a GoSee interview, she stated that her book, Mad Women, was a prominently women centered publication it didn't mean that she didn't want men to read it. Why, the opposite is true, she hoped that men would read it and that a conversation could happened so that balance could be achieved that could better represent society today. With her book, she traveled to different parts of the world to find more women in the industry and interviewed them about their experience because that was the one thing these women had in common. They wanted to share their stories, give advice and what to help improve the industry. And also, with her multiple interviews with different types of women, she was able to meet an inspiring 83 year old women called Mary Wells Lawrence who is still working in the industry who produced advertisement for Braniff airlines, Alka-Seltzer and the "I love NY"-campaign who even inspired Christina herself. She learned that Mary Wells Lawrence even wrote a book of her own titled "A Big Life in Advertising"