Even though 77 percent of women say they're cutting back on spending because of the recession, they're still responsible for the majority of retail spending, adding up to $5 trillion a year. Now, marketers are recognizing that it's women who have the power of the purse.

It's a woman's world, according to an ad campaign from Frito-Lay. And to get a woman's attention, the commercial for snack-food is full of quick-witted and body-conscious girlfriends.

We showed the commercial to women in Georgetown, and after watching the two minute ad, California resident Josie Garcia realized it was about chips, not weight loss.

"And at the end you're like, yeah, I'm totally like that - that's what I am. I should totally eat these chips because that's how my lifestyle is," said Garcia.

"I just think it hit on a lot of female stereotypes," added Annie Green from Dayton, Ohio.

"It totally appealed to me; it hit all of the things you want to hear: made you feel good, made you feel glad to have girlfriends, made you feel positive about being a woman," said Maryland resident Meg Pearce.

The grab-bag of opinions above proves marketers have a tough job in appealing to not just women, but different women.

"Brands need to be very careful in how they address women in that it's a fine line," said Anne Marie Carver, a marketing agent. "It's not just about paint it pink and they will come."

In a recent survey, 91 percent of women said marketers don't understand them but that's not stopping advertisers from trying. That's because women account for 85 percent of all consumer purchases.

The ads have the tough task in making women feel good about themselves, but still convincing them they need a certain product; making them laugh without making fun; and appealing to their interests, without stereotyping.

"They are hitting and missing at the same time in almost all commercials that I see. There are a few commercials that do get it really figured out, but they're few and far between," said Leslie Morgan Steiner, a book author.

A number of other companies are taking a similar approach to boosting their bottom line. For example, the McLean-based Mars company is releasing its first candy bar in 20 years - The Fling - and it's aimed squarely at women.

The company is studying its release in California, before taking it nationwide.

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