Lecture 17 Flashcards
(3 cards)
what is cause related marketing? who benefits from cause related marketing?
- corporate contribution to a social cause in response to consumer action
win-win-win for companies: - builds brand - profits - reputation
for non-profits:
- funding
- exposure
- resources
for consumer:
- altruism
- expression
- improved society
- information
what are criticisms of cause related marketing?
this type of marketing not beneficial, actually harmful
1) partnerships can raise moral issues
ethos different between non profit and corporations
risk relevance-
companies produce products with negative health problems for environment or health but go on to support charities that help them
Coke- WWF: but manufacturing actually is bad for global warming
KFC- pink buckets- high fat foods and elevated body weight might contribute to elevated breast cancer rates
2) companies get engaged for social glow
coke- diet coke pairs with heart campaign
contributes more to american beverage association- known to lobby against a number of health related things like NY size of portion limit and soda bans
3) issue misrepresentation
pink products especially in october
large volume lead people to believe it is the most pressing disease for women
turns out heart disease is much more pressing disease
portrayed in problematic ways
finding a cure not trying to identify environmental triggers that cause disease,
emphasis might be isolated for women in terminal stages
4) lacking transparency
vague, don’t give clear detail how campaign works
deceptions of consumer
yoplait, save lids to save lives
9.4 million
pledge to donate 50 cents per lid
already set 100,000$ limit though so many lids didn’t count
5) deception
breast cancer prevention leads consumer to believe its a bit healthier or endorsed by breast cancer charity
environmental- healthier, more natural, or better for the environment
what is at stake in regards to marketing?
huge amount of money
why spending so much marketing on children
- children control certain amount of income on own, pester parents
- longterm brand loyalty
exposure to marketing
