TITLE

Compelling story

AUTHOR(S)
Rosenberg, Janice; Chura, Hillary
PUB. DATE
June 2000
SOURCE
Advertising Age;6/19/2000, Vol. 71 Issue 26, p70
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
Discusses how marketers sponsor events as a means of reaching gay consumers rather than using direct advertising. How Seagram Spirits & Wine Group's Absolut vodka sponsors the Gay & Lesbian Alliance Against Defamation Media Awards; Revenues from sponsorship of the 1996 AIDS Quilt display; Gays and lesbians being targeted as the ideal market because of their disposable income.
ACCESSION #
3222845

 

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