M.A. in Public Relations
Public Relations & Advertising
College of Communication & Creative Arts
Marketing research; Public relations personnel--Attitudes
Public Relations and Advertising
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.
De Simone, Ralph S., "The efficacy and application of cause-related marketing techniques" (2000). Theses and Dissertations. 1659.