7 To date, the bulk of advertising targeted to gay consumers has been placed in exclusively gay media. If it were your decision to make, would you consider using mainstream media as well to reach gays, who constitute a significant proportion of the general population? Or, remembering that members of some targeted segments have serious objections to this practice, especially when the product (e.g., liquor, cigarettes) may be viewed as harmful in some way, should marketers single out gays at all?