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Unformatted text preview: conservative customers, who might not accept the firms gay ads and therefore might boycott the firm. Maybe not in California or New York, but in large parts of the county, the conservative customer probably represents a higher percentage than the gay customer. I think that if done appropriately, targeting your ads toward the gay community can be very effective. For example, I really like the way Absolut Vodka did it in one of their ads. They used marketing to show their support and acceptance of the gay community with their ad showing an Absolute Vodka bottle painted in the pride flag colors with the slogan Absolute Pride. ( http://www.mysummerwithoutpeanutbutter.com/blog/wp-content/uploads/2006/08/absolutePride.jpg )...
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- Fall '09