Date Approved

7-6-2000

Embargo Period

6-20-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

College of Communication & Creative Arts

First Advisor

Sparks-Fitzgerald, Suzanne

Subject(s)

Marketing research; Public relations personnel--Attitudes

Disciplines

Public Relations and Advertising

Abstract

This study determined what was the attitude of the general public and public relations practitioners toward three distinctive cause-related marketing techniques (event sponsorship, product sale donations, and licensing). The study required 203 telephone surveys of the general public and 23 interviews via phone, electronic mail, and in-person with public relations and marketing practitioners involved with cause-related marketing. This researcher proved that both the general public and the causal marketing practitioners prefer or favor event sponsorship over licensing and product sale donations, and females favor the three techniques and causal marketing more than males.

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