Missing ingredients in cause-related advertising: the right formula of execution style and cause framing

Material TypeArticleLanguageEnglish
TitleMissing ingredients in cause-related advertising: the right formula of execution style and cause framing Author(S)Chun-Tuan Chang (Author)
Abstract  In traditional cause-related marketing (CRM) campaigns, marketers focus on a promoted product and ads contain CRM messages only in small print at the bottom. Some recent marketers have chosen to highlight the cause, with the product taking a lesser role in the advertising copy. The purpose of this research is to compare these two execution styles. Moderating effects of product type and cause framing are considered. Experimental results ...Paginationp231-256
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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