Although advertisers have flooded gay and lesbian print media in recent years, it is estimated that more than half of the gay and lesbian population does not read gay media. Hence, this study addresses the question: How may marketers target gays and lesbians in mainstream media without alienating heterosexual consumers? As such, this study assesses responses of both heterosexual and homosexual consumers to advertising content that includes mainstream imagery, implicit gay and lesbian imagery, and explicit gay or lesbian imagery to provide advertisers with a better understanding of how to effectively crossover into mainstream media with gay-targeted advertisements. © 2005 Wiley Periodicals, Inc.With a buying power of $450 billion spread over 16 million consumers (www.gay.com), the gay and lesbian market represents the highest buy-

No abstract

No abstract

Alarming increases in the number of women smokers have focused attention on the tobacco industry's efforts to appeal to women who are likely to try and/or adopt tobacco products. The authors discuss the past 30 years of Virginia Slim advertisements and explore the link between consumers' values such as beauty and independence and tobacco use. A brief history of tobacco advertising efforts to appeal to women is followed by an exploratory study of Phillip Morris's advertising campaign for Virginia Slims. The authors use a means-end interpretation to explain the success of the advertisements and then discuss how a means-end framework can be used to create more effective antismoking messages.

The research examines the stock price reaction to the announcement of the adoption of supply chain management‐enhancing tools and technologies to determine whether there is a significant response from the capital markets. The results show that the adoption of supply chain management‐enhancement tools appears to be value creating. The strength of the stock price reaction is positively related to the degree of certainty regarding the publication date of the publication.