Introducing cryptic marketing: a strategy for targeting subculture groups in advertisements

This paper addresses the challenges faced by organisations attempting to target subculture groups while maintaining inclusiveness with mainstream dominant culture. Specifically, it explores the effectiveness of cryptic... [ view full abstract ]

This paper addresses the challenges faced by organisations attempting to target subculture groups while maintaining inclusiveness with mainstream dominant culture. Specifically, it explores the effectiveness of cryptic marketing as a tool to overcome negative responses from this type of targeting. Purposive sampling using in depth interviews with gay and non-gay respondents was employed to collect data. Findings indicate that cryptic marketing was effective in being highly evident to the gay sample, while not apparent to the heterosexual sample.