NationMaster - Encyclopedia: Gay marketing

Gay marketing is the act of marketing to gay and lesbian customers, either with dedicated ads or general ads, or through sponsorships of gay organizations and events, or through the targeted use of any other element of the marketing mix. Image File history File links Ikea. ... Image File history File links Ikea. ... IKEA is a privately-owned, international, low-cost home products retailer that sells modern, utilitarian design furniture, much of which is assembled by the consumer. ... Wikibooks has more about this subject: Marketing Look up marketing in Wiktionary, the free dictionary. ... GAY can mean: Gay, a term referring to homosexual men or women The IATA code for Gaya Airport Category: ... A lesbian is a woman who is romantically and sexually attracted only to other women. ... The marketing mix is generally accepted as the use and specification of the 4 Ps describing the strategic position of a product in the marketplace. ...

The gay market comprises a large and influential group of customers to a broad range of companies, across industry segments, across many countries around the globe. In the U.S. alone, the gay market is estimated to be worth $660 billion (2006) in disposable income. Approximately 4% to 10% of adult populations self-identify as gay, lesbian or bisexual,^[2] meaning between 12 million and 28 million in the United States alone. Major ad categories include travel, financial services, alcoholic beverages, automotive, entertainment, hair and skincare, luxury goods, pharmaceuticals, and fashion. For example, American Airlines have launched a specific gay targeted vacations website.^[3] While over ten years old in the United States, gay marketing is a relatively new marketing phenomenon elsewhere in Australia and Europe, including Belgium^[4] and the Netherlands.^[5] American Airlines (AA) is the largest airline in the world in terms of total passengers-miles transported[1] and fleet size [2], and the second-largest airline in the world (behind Air France-KLM) in terms of total operating revenues[3]. A wholly owned subsidiary of the AMR Corporation, the...

Gay marketing initiatives have not been without controversy both for and against them. Coors Brewing Company was the subject of a boycott by the gay community starting in 1973. The boycott was initiated by labor unions to protest the company's antagonistic practices, and was later joined by African Americans, Latinos, and the LGBT community.^[6] The LGBT community joined to protest Coors' hiring practices - polygraph tests were often required, during which the prospective employee was asked about their sexual orientation. The Coors Brewing Company is a regional division of the worldâ€™s fifth-largest brewery companies, the Molson Coors Brewing Company. ... A union (labor union in American English; trade union, sometimes trades union, in British English; either labour union or trade union in Canadian English) is a legal entity consisting of employees or workers having a common interest, such as all the assembly workers for one employer, or all the workers... An African American (also Afro-American, Black American, or simply black) is a member of an ethnic group in the United States whose ancestors, usually in predominant part, were indigenous to Africa. ... // The term Latino is a linguistic identity that refers to an individual that has significant ancestry from a nation-state where a Latin derived language is spoken or is the offical language of the government. ...

Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its gay and lesbian employees. The company also hired Mary Cheney as a marketing representative and began advertising in The Advocate and at events such as Denver's PrideFest. A domestic partnership (known as Pairage) is a legal or personal relationship between individuals who live together and share a common domestic life but are not joined in a traditional marriage or a civil union. ... Mary Claire Cheney (born March 14, 1969) is the second daughter of Dick Cheney, the Vice President of the United States, and his wife, Second Lady Lynne Cheney. ... The Advocate (ISSN 0001-8996) is a US-based LGBT-related biweekly news magazine. ... This article refers to the state capital of Colorado. ... Pride Fest may refer to: Pride Fest (Bismarck and Mandan, North Dakota) PrideFest (Denver) PrideFest (Milwaukee) Category: ...

Specialist gay marketing agencies in various countries provide specialised gay market services to companies seeking to target gay customers.

Many brands that have previously ignored the existence of this segment of society now increasingly target lesbian and gay customers.^[7] Time magazine in August 2006 carried a Business article on growing interest amongst brand name advertisers in Europe to target gay customers.^[8] Likewise, a number of new brands have emerged offering products and services that appeal directly to the gay consumer base. Successful examples include KJ Beckett, 2(x)ist and Ginch Gonch. KJ Beckett is a mens accessories business which is based in Bath, England. ... 2(x)ist is an American underwear manufacturer. ... Ginch Gonch is a Canadian underwear company, based out of Vancouver, created in 2004 by Jason Sutherland and Max Feldman. ...

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References

^ Dining Room Table. CommercialCloset.org (1994). Retrieved on 2007-06-27.
^ Gay Marketing Resources. CommercialCloset.org. Retrieved on 2007-06-27.
^ American Airlines Vacations Welcomes You: Fly with a friend while you vacation with a partner!. Retrieved on 2007-06-27.
^ Brand Activation (Dutch). Retrieved on 2007-06-27.
^ Gay Marketing Seminar (Dutch). Retrieved on 2007-06-27.
^ Rapp, Linda (2004). Boycotts. glbtq.com. Retrieved on 2007-06-27.
^ Manning-Schaffel, Vivian (2004-09-13). Take Pride in your Brand. BrandChannel.com. Retrieved on 2007-06-27.
^ Smith, Adam (2006-07-30). A New Ad Adage: Same Sex Sells. Time. Retrieved on 2007-06-27.

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