Targeting a Minority without Alienating the Majority: Advertising to Gays and Lesbians in Mainstream Media
Gillian K. Oakenfull, Michael S. McCarthy and Timothy B. GreenleeMiami University
A MODERN DAY MARKETER'S DILEMMA
Many marketers consider the homosexual consumer market to be a sort of “Dream Market” because of the belief that these consumers represent a sizable market segment possessing relatively large amounts of disposable income. One bit of evidence in support of this belief is a 1993 study by Overlooked Opinion, a gay-focused market research firm, that estimated homosexuals represented about 21 million people with total...