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Cause-related marketing can increase sales as much as 74% in certain consumer-goods categories, and consumers spend twice as long looking at cause-related ads than generic corporate ones, according to a study by Cone and Duke University’s Fuqua School of Business.
After participants were exposed to either a cause-related or a generic corporate ad for one of four focus brands, they entered a mock convenience store with nearly 150 SKUs and were given real money to purchase a product of each type.
Shopping behavior revealed higher sales in two of the four categories, and modest increases in the other two categories because of the cause-related ads. View full story...
After participants were exposed to either a cause-related or a generic corporate ad for one of four focus brands, they entered a mock convenience store with nearly 150 SKUs and were given real money to purchase a product of each type.
Shopping behavior revealed higher sales in two of the four categories, and modest increases in the other two categories because of the cause-related ads. View full story...
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