Do you need this or any other assignment done for you from scratch?
We have qualified writers to help you.
We assure you a quality paper that is 100% free from plagiarism and AI.
You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)
NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.
NB: All your data is kept safe from the public.
Cause-related marketing is a popular strategy according to which buying the product or using a service are claimed as beneficial for society. The company can donate money or products to charity to save the world from pandemics or to solve environmental problems. There are two major points of view for such a strategy: some people consider it noble (like Nichole), while others think that it is hypocritic (like Scott). To my mind, there should be a balance between these two points of view.
Answering Nicholes post, I would like to say that I agree with the point of view that cause-related marketing is beneficial for society. However, I think that if the company sacrifices a share of its profits, then there should be a hidden advantage. For example, if a taxi company asks the clients not to use their services and to stay at home, it can improve their reputation. In the time of pandemics, it is important to demonstrate care about the clients safety, and greedy taxi companies can lose their audience.
Besides, such strategies are a manipulation, as the companies regulate the level of guilt that should be felt by the customer while thinking about the issue (Singh et al., 2020). Thus, I think that cause-related marketing is very effective because it is a win-win strategy. It is not as noble as it may seem, but at least it can be really beneficial and can influence the customers vision concerning the problems of our society and planet.
As for Scotts argument, I cannot agree that cause-related marketing is really hypocritical and that the companies should openly admit that they care only about the money. To my mind, it is better when the companies encourage different values, for example, diversity or environmental friendliness, and launch certain social projects, such as helping less fortunate people. It would be more pleasant for everyone to live in a world where even companies that are considered to be egoistic care about the people in need. It is reasonable to strive for profits, but it is also good when a company really does something virtuous. Thus, I do not see any hypocrisy in such an attitude, and I think that the popularity of cause-related marketing is really a sign that society is changing for the better.
Reference
Singh, J., Crisafulli, B., & Quamina, L. (2020). How intensity of cause-related marketing guilt appeals influences consumers: The roles of company motive and consumer identification with the brand. Journal of Advertising Research, 60(2), 148162. Web.
Do you need this or any other assignment done for you from scratch?
We have qualified writers to help you.
We assure you a quality paper that is 100% free from plagiarism and AI.
You can choose either format of your choice ( Apa, Mla, Havard, Chicago, or any other)
NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.
NB: All your data is kept safe from the public.