In one side, these efforts support the social causes such as global hunger relief, support, and awareness. However, on the other side, they enhance financial gains for businesses, customer loyalty, and corporate reputations.
This program has raised over $32 million in donations for the charity, while generating over 1 billion media impressions for corporate sponsors. Discusses practice and the theory of cause-related advertising, along with some of its social-ethical complexities. Proposes ways to raise the effectiveness of this popular advertising tool and form of corporate philanthropy.
PUBLICATION DATE: September 15, 2005 PRODUCT #: BH172-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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