Search

The article examines so-called "cause marketing" by corporations, heavily publicized efforts by companies to promote programs devoted to social or environmental issues. This type of philanthropy is popular, but some express doubt that it is a cost-effective use of marketing spending. Mark Hess, a researcher for Omnicom Group, states that cause marketing can actually offer a better return on investment than conventional marketing.

The article examines the use of marketing research by public relations firms. Such firms are developing increasingly specific means of measuring the rate of return for their clients on public relations activities. Such information also allows the firms to alter the mix of their operations to reflect the research. The agency MS & L Worldwide is used as an example. INSET: Three keys for effective PR measurement.

The author offers opinions on so-called "cause marketing," philanthropic efforts by corporations designed to earn them favorable opinions from consumers. Such marketing campaigns are very popular, and can justify their expense in purely financial terms. The author notes they can also be dangerous if a company is perceived as insincere by consumers.