Why do so many marketing to women efforts fail? One word....
When you stereotype the people in your ads, you end up with commercials that don't engage your target audience.
Which is why I find it amazing that SO many commercials stereotype women.
Go beyond stereotypes
I read an awesome article in Ad Week - The Courage to Advertise Without Female Stereotypes: How Brands LIke Huggies, Tide and Target Go Beyond the Cliches.
The article points out how many women feel advertisers don't understand them or their lives.