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
Ric Edelman College of Communication & Creative Arts
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.
Recommended Citation
De Simone, Ralph S., "The efficacy and application of cause-related marketing techniques" (2000). Theses and Dissertations. 1659.
https://rdw.rowan.edu/etd/1659
