Saving the World With Cause-related Marketing

Chiagouris, Larry; Ray, Ipshita
July 2007
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p48
In this article the authors examines cause-related marketing programs and discuss their effectiveness. The authors note that data obtained from a 1999 survey showed that consumers were more likely to buy products that were associated with a cause that they supported. They then discusses several different types of cause-related marketing programs and examine when the best time to implement one of these plans is.They also assess the risks and rewards that are associated with these programs, noting that some of the most significant rewards are low-cost exposure and the ability to win customer support. Conversely, they note that sometimes consumers might seen these programs as a marketing ploy if they do not effectively tie the cause to the product.


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