Advertising to the gay audience

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Sonoo Singh reports. Its outdoor campaign showed the same couple with the words: "He said yes. IKEA has been using diverse imagery in its ads sincewhen it became the first marketer to feature a gay couple in a mainstream ad.

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LGBT marketing is the act of marketing to LGBT lesbian, gay, bisexual, transgender customers, either with dedicated ads or general ads, or through sponsorships of LGBT organizations and events, or through the targeted use of any other element of the marketing mix. The LGBT market comprises a group of customers who buy goods and services from a broad range of companies across industry segments and in many countries. The LGBT community joined to protest Coors' hiring practices, since Coors used a polygraph test when going through the hiring process and specifically asked an employee about their sexual orientation.

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As a social media marketing agency working on behalf of tourism for the City of New Orleans, we began developing an LGBT target audience following the Supreme Court ruling on June 26,which legalized same-sex marriage across the nation. Our initial goal was to reach Gay and Lesbian couples who might want to get married or honeymoon in New Orleans. Should none of these options be adequate, you may also simply type in your own.

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This event report gives insight into how marketers can better target niche audiences rather than lumping them all together. This case study explains how Coca-Cola reminded Americans of its brand values with an equality-themed Super Bowl ad and careful planning to manage a predicted social media backlash. This event report demonstrates how Wells Fargo, the financial services group, has sought to become a trusted source of advice for lesbian, gay, bisexual and transgender LGBT customers. This case study describes how American baked snack brand Honey Maid responded to negative comments about its inclusive ad campaign with an online video distributed by its fans.

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Everyone is very excited and happy with the results so far, so we want to express our gratitude to you and your team. Hope we keep up with the great work and outstanding results. Fernando Cervantes Aids Healthcare Foundation.

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Marriott's "Be You, With Us" marketing campaign targets gay travelers. JC Penney — whose June catalog featured a pair of gay dads — is not alone in aiming for the gay market. And American Airlines recently introduced bus shelter ads in New York targeted to gay passengers, reportedly the first time a Fortune company has used outdoor advertising to address the gay audience.

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Gay Ad Network's gay audience targeting service uses demographic, behavioral, purchase intent and social data targeting algorithms to identify audience targets across an array of media outlets ranging from niche LGBT websites to premium mainstream websites and mobile apps. The most relevant ads are delivered to individual consumers based on specific engagement metrics, interests, and behaviors. Gay Ad Network is the category leading gay media network, directly reaching 6 million unique users per month across popular LGBT websites — with extended reach through its data-driven audience targeting service.

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Hornet is the leading gay social network outside the U. It compared the effectiveness of inclusive marketing strategies with generic ads from the same brands. The study measured engagement in terms of brand recall, familiarity and affinity, as well as purchase and recommendation intent.

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We understand that it can be challenging to reach LGBT audiences. In-App Advertising. Brands often want more depth and credibility from advertising.

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As a longtime reporter on the advertising industry, Michael Wilke understands that television commercials are made to sell products, not create social change. But when it comes to representing the lesbian, gay, bisexual and transgender community, he'd like companies to at least acknowledge that advertising can have a positive or negative effect on how people perceive one another. Yet the characterization of the LGBT community in mainstream television commercials is sorely lacking in diversity, with stereotypes ranging from diva queens to scary leather men.