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Targeting Gay Men: The Cryptic Marketing Approach
Conference paper   Open access   Peer reviewed

Targeting Gay Men: The Cryptic Marketing Approach

Kelly Choong
Proceedings of the 2010 Australian and New Zealand Marketing Academy Conference, pp.1-9
Australian & New Zealand Marketing Academy Conference (ANZMAC), 2010 (Christchurch, New Zealand, 29-Nov-2010–01-Dec-2010)
Australian and New Zealand Marketing Academy (ANZMAC)
2010
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http://anzmac2010.org/proceedings/pdf/anzmac10Final00058.pdfView
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Abstract

Marketing subculture perceived value cryptic marketing integrated marketing communication
The pink dollar market is a highly lucrative strategic target audience that commercial organisations seek, given its growing population and disposable income. However traditional marketing segmentation variables are unlikely to be effective as the key differential lies in that of the lifestyle and perceived values held by the market. This may include a brand's recognition of gay culture or support of gay rights issues. In addition some organisations may be concerned that appealing to the gay market may alienate the heterosexual market. This paper aims to discuss the use of cryptic marketing as a strategic approach to target the pink dollar market and possible abandonment by non-gay consumers who do not want to be associated with a 'gay brand'.

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