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Evidence On The Marketing Approaches Targeting Gay And Lesbian Consumers

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  • Susan Baxter

Abstract

Diversity is an important concept in business and marketing and is utilized in campaigns to attract consumers. This study examines the level of diversity in print media that targets the niche market of gays and lesbians. Race and gender are examined to determine if, in fact, marketers are being innovative in reaching this target market, or are we still using an old paradigm. This study, which examined over 3000 models used in gay and lesbian targeted media proves that we still use the old paradigm of white male models in the advertisements that we used in the 1960s.

Suggested Citation

  • Susan Baxter, 2010. "Evidence On The Marketing Approaches Targeting Gay And Lesbian Consumers," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(2), pages 125-139.
    • Handle: RePEc:ibf:gjbres:v:4:y:2010:i:2:p:125-139
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    References listed on IDEAS

    as
    1. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
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    More about this item

    Keywords

    Content analysis; diversity; GLBT; gay; lesbian; print media; niche market;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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