8. Companies must adoptCompanies must adopt
and disseminateand disseminate
Written code of ethics.Written code of ethics.
9. Individual marketers must exerciseIndividual marketers must exercise
theirtheir social consciencesocial conscience with customers andwith customers and
Stakeholders.Stakeholders.
10.
11.
12.
13.
14.
15. Cause-related marketing is marketing that
links the firm’s contributions to a designated
cause to customers engaging directly or
indirectly in revenue-producing transactions
with the firm.
18. 85%
likely to switch to brand linked
to a good cause
86%
consider a company’s social commitments
before making recommendations
84%
consider a company’s social commitments
before deciding where to shop
87%
consider a company’s social commitments
when deciding where to work
20. • Study the literature and previous campaigns
• Chose target markets that are ready to respond
• Promote a single, doable behavior in clear,
simple terms
• Explain the benefits in compelling terms
• Make it easy to adopt the behavior
• Develop attention-grabbing messages
• Consider an education-entertainment approach