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Many businesses try the old “put a girl in a bikini” approach in their marketing as a way of getting the attention of people. But does it work?

A number of scientific studies have looked at this issue and have come up with some surprising results.

1. If you are advertising on TV during a sexy show – you can expect the recall of your ads to be much lower than during a family show (so even though it has higher ratings you are wasting your money)
2. If you place a bikini babe in a print ad then the studies show that men make worse decisions (which includes buying decisions) rather than more neutral ads.
3. The only place where it works is at the point of sale where you WANT the male to make a non-thought through decision such as to buy your product.

The other point to consider is that women find the gratuitous bikini shot off-putting and are likely to avoid your product if you go that way (I have yet to find studies that assess the impact of shirtless hunky males on female buying decisions).

Until next time

Ingrid Cliff

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