Effective Advertising to the Lgbtq Communities: an Exploratory Study

This research examines advertising professionals’ perceptions of best practices for advertising to the LGBTQ market. 33 in-depth interviews were conducted with LGBTQ advertising and communication professionals. Textual analysis suggests the importance of inclusive authentic advertising, which is encompassed by nuanced representation, intentional visibility efforts, and universal messaging.


Erica Ciszek and Kate Pounders (2019) ,"Effective Advertising to the Lgbtq Communities: an Exploratory Study", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 62-67.


Erica Ciszek, University of Texas at Austin, USA
Kate Pounders, University of Texas at Austin, USA


NA - Advances in Consumer Research Volume 47 | 2019

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