Soon-Yi Park's chain of travel agencies has identified the lesbian, gay, bisexual, and transgender community as a growing market that spends an increasing percentage of its income on travel. Which of the following would be the LEAST effective component of a marketing plan for Soon-Yi to take advantage of this opportunity?
A) develop a presence on LGBT-oriented social networking sites
B) position his agency as focused on specialized experiences
C) implement a mass marketing campaign
D) place specially targeted ads in gay-themed publications
E) advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family

Question

Quizplus · Accepted Answer

Implementing a mass marketing campaign would be the least effective because it does not specifically target the LGBT community, unlike the other options which focus on reaching this specific audience through targeted channels and messaging.

Soon-Yi Park's Chain of Travel Agencies Has Identified the Lesbian