Tuesday, September 27, 2011

Re-engineering Cause-Related Marketing

By:  Published: September 27, 2011AdAge
Cause-related marketing programs are often looked at cautiously by consumers who have many purchasing options. Despite the controversy surrounding it, KFC's "Buckets for the Cure" campaign raised more than $4 million for breast cancer research last year. Both the charity and the brand took hits on their images as numerous organizations and donors questioned the relationship between a company selling fried food products and a healthcare organization. Yet, as an ongoing trend, cause marketing's staying power is due to marketing and foundation officers getting much more strategic in reaching their core audiences, consumers, retailers and employees...... Read more