The document discusses the importance of social responsibility for companies and marketers. It states that companies should adopt and disseminate written codes of ethics, and that every employee should know and follow relevant laws. It also discusses cause-related marketing, where a company's contributions to a cause are linked to customer transactions. Research shows that most consumers consider a company's social commitments before purchasing or recommending products. The document provides tips for effective cause-related marketing campaigns, such as choosing ready target markets and promoting a single, clear behavior.

4. Being socially responsible isBeing socially responsible is
Cool!!!Cool!!!

6. Legal behavior
Ethical behavior
Socially
responsible
behavior

7. Every employee shouldEvery employee should
know and observe relevantknow and observe relevant
Laws.Laws.

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.

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.

16. Copyright © 2009 Pearson
Education, Inc. Publishing as
Prentice Hall

17. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 22-17
• Self-branded: Create Own
Cause Program
• Co-branded: Link to
Existing Cause Program
• Jointly branded: Link to
Existing Cause Program

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

19. Cognitive
Value
Action
Behavioral

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

21. Thank You.Thank You.