Question
Topic: Advertising/PR
Effectiveness Of Sponsorship, Community Relations
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The subsequent shift away from radio, TV, newspaper has seen companies look at sponsorship and community relations as an important means to communicate.
1. Generally, I'm looking for different perspectives on sponsorship (i.e., of not-for-profits) and community relations. Do you think this is a growing area? Do you think this function has been used by brands to the point of overkill?
Flick through any magazine and you will likely see an ad for a that addresses a major community issue, followed by rundown of twenty or so sponsors.
2. How could this possibly be effective?
3. What does an organization need to keep in mind when considering cause marketing?
Conventional wisdom says to take on a cause that is relevant to eminent stakeholders.
But the irony of monoliths taking on a community project or sponsoring a cause - invariably followed by a conspicuous pat on the back - isn't lost on me.
Call me a cynic, but a multi-billion dollar brand spending millions on media spots to tell the world they do in fact care about the plight of the Cozumel Thrasher or Chinese River Dolphin in most cases comes across as insincere.
No doubt the Benneton springs to mind whose ads touched on AIDS and capital punishment. The Benneton family said, in response to claims their caring side was just a publicity stunt, said the free PR their ads garnered for causes the public usually decides to ignore was totally justified. Fair enough.
4. So, how is it possible to discriminate between hollow self-promotion and pure philanthropy?