public relations

p Public Relations

2009

Cause marketing is a joint funding and promotional strategy (Business Dictionary ) that presupposes public association of a for-profit company with a nonprofit organization ' that benefits both entities by promoting the company 's product and raising funds for the non-profit organisation (Foundation Centre . The first cause-related project appeared in 1983 , when American Express contributed 1 ,7 million to the restoration of the Statue of Liberty ( Past . Present . Future ' 2 Since then cause marketing has become a powerful market strategy

The obvious advantage of cause marketing is that

it positively contributes to the image of the business by highlighting the company 's concern about social and environmental issues . For instance , according to the results of the recent survey , 85 of Americans both in 1993 and in 2008 appear to have a more favourable image of the company , if it is engaged in supporting some cause (ibid 11

However , there are disadvantages as well . Firstly , such a successful company as Padilla , Cabral Hatzakorzian ' needs to be very careful about choosing the non-profit partner , because if the reputation of the latter becomes worse , there is a chance that this will have a negative effect on the company 's image . Secondly , there exists a share of consumers who do not believe in the affiliation of profit and non-profit entities . According to the survey done by Cone , these disbelievers ' make up about 9 and they are generally males aged 55-66 (ibid 33 . If the many customers of Padilla , Cabral Hatzakorzian ' belong to this...