Question 13

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?

		develop a presence on LGBT-oriented social networking sites
		position his agency as focused on specialized experiences
		implement a mass marketing campaign
		place specially-targeted ads in gay-themed publications
		advertise on LOGO, the cable television network aimed at gays and lesbians and their friends and family