Cause Related Marketing

Cause market|ng or nausere|ated market|ng refers Lo a Lype of markeLlng lnvolvlng Lhe

cooperaLlve efforLs of a for proflL buslness and a nonproflL organlzaLlon for muLual
beneflL 1he Lerm ls someLlmes used more broadly and generally Lo refer Lo any Lype of
markeLlng efforL for soclal and oLher charlLable causes lncludlng lnhouse markeLlng efforLs
by nonproflL organlzaLlons Cause markeLlng dlffers from corporaLe glvlng (phllanLhropy) as
Lhe laLLer generally lnvolves a speclflc donaLlon LhaL ls Lax deducLlble whlle cause markeLlng
ls a markeLlng relaLlonshlp noL necessarlly based on a donaLlon
Amerlcan Lxpress flrsL used Lhe phrase causerelaLed markeLlng ln 1983 Lo descrlbe lLs campalgn
Lo ralse money for Lhe SLaLue of LlberLy's resLoraLlon Amerlcan Lxpress donaLed one cenL Lo Lhe
resLoraLlon every Llme someone used lLs charge card As a resulL Lhe number of new cardholders
grew by 43 percenL and card usage lncreased by 28 percenL
Other examples oI cause-related marketing programs include:
- Requests Ior small donations Ior children`s charities at the supermarket checkout
- Public awareness campaigns Ior HIV/AIDS, breast cancer, and other causes
- Licensing oI well-known charity trademarks and logos, like World WildliIe Fund`s panda
amples of subliminal ad:
1 ) Not Iorgetting Coca Cola! Arguably the masters oI advertising using the power oI subliminal
messaging. Here is a clever one taken Irom their drinks vending machine the body oI a woman
made out oI the ice:
2)CaIePhoto using an outline oI a naked woman in their steam coming Irom the cup:
Since almost all people have a strong aIIinity to sex a sexual subliminal message would be the
most eIIective one. Embedded on a certain product it's supposed to trigger viewers attention,
emotions and stir up aIIinity in him toward the product. UnIortunately, as you're going to see Ior
yourselI, this principle has been heavily misused, abused and misapplied. Blatant sexuality on
the verge oI pornography can be easily Iound in public advertising, Iamily movies, cartoons and
children products.
Subliminal perception is a deliberate process created by communication technicians, whereby
you receive and respond to inIormation and instructions without being aware oI it. Messages in
the Iorm oI printed words, pictures or voices presented either very rapidly or very obscurely
bypass your conscious awareness. This subliminal inIormation is stored in your brain and
capable oI inIluencing your judgment, behavior and attitudes.



CuIt Branding
Brands Iail Ior one primary reason: instead oI building a brand some people love, companies
build brands no one hates.Most marketers live in a world where they are constantly searching Ior
the Ilashy, the instantin short, the trivial.
We must recognize that brands don't belong to marketers. Brands belong to the customer. The
customer's embrace is the only vote that counts, yet it is constantly ignored by strategies that
place our products and services as the 'goal rather than the means to satisIy our customer`s
needs, wishes, and Iantasies. SuccessIul brands embrace their customers by anticipating basic
and spiritual human needs. Success creates magnetic brandsCult Brands
Cult Branding orks
Cult Brands aren't just companies with products or services to sell. To many oI their Iollowers,
they are a living, breathing surrogate Iamily Iilled with like-minded individuals. They are a
support group that just happens to sell products and services. Picture a Cult Brand in this context,
and you'll have a much better understanding oI why these brands all have such high customer
loyalty and devoted Iollowers.
That's how Cult Branding works.
Society only helps to accelerate the drivers behind its success.
Viral Marketing
Viral marketing, viral advertising, or marketing buzz are buzzwords reIerring to marketing
techniques that use pre-existing social networks to produce increases in brand awareness or to
achieve other marketing objectives (such as product sales) through selI-replicating viral
processes, analogous to the spread oI viruses or computer viruses. It can be delivered by word oI
mouth or enhanced by the network eIIects oI the Internet.
|1|
Viral marketing may take the Iorm
oI video clips, interactive Flash games, advergames, ebooks, brandable soItware, images, or text
messages.
The ultimate goal oI marketers interested in creating successIul viral marketing programs is to
create viral messages that appeal to individuals with high social networking potential (SNP) and
that have a high probability oI being presented and spread by these individuals and their
competitors in their communications with others in a short period oI time.
Two kinds oI viral marketing: The original classic sort in which the marketing 8 the product and
which a selI-ampliIying cycle occurs. Hotmail, Ior example, or YouTube. The more people use
them, the more people see them. The more people see them, the more people use them. The
product or service must be something that improves once more people use it.
A second kind has evolved over the last Iew years, and that's a marketing campaign that spreads
but isn't the product itselI. Shepard Fairey's poster oI Barack Obama was everywhere, because
people chose to spread it. It was viral (it spread) and it was marketing.
Viral marketing has come under criticism Irom consumers, privacy advocates, and marketing
pundits because oI concern over unsolicited e-mails. The best campaigns, however, use the
principles oI viral marketing tactIully to avoid negative reactions and ensure a high pass-along
rate - the number oI recipients that will pass the message to others. Much like the common cold,
eIIective viral marketing uses people to unwittingly transmit a message within their
Adver-Gamming
With the rise oI consumerism and growing number oI products and brands the concept oI Brand
Messaging, Brand recall, Brand positioning etc. have gained signiIicant importance. With
traditional media spaces like television and print getting increasingly cluttered, brand managers
are Iacing a constant struggle to Iind ways to get their brand message noticed and understood.
Their search Ior a clutter-Iree environment is making them turn to the Internet, and
Advergaming.
Advergaming is the practice oI using video games to advertise a product, organization or
viewpoint. The term "advergames" was coined in January 2000 by Anthony Giallourakis. It has
been applied to various Iree online games commissioned by major companies.
With the growt
h oI the internet, advergames have proliIerated, oIten becoming the most visited aspect oI brand
websites and becoming an integrated part oI brand media planning in an increasingly Iractured
media environment. Advergames theoretically promote repeated traIIic to websites and reinIorce
brands. Users choosing to register to be eligible Ior prizes can help marketers collect customer
data. Gamers may also invite their Iriends to participate, which could assist promotion by word
oI mouth, or "viral marketing."
Games Ior advertising are sometimes classiIied as a type oI serious game, as these games have a
strong educational or training purpose other than pure entertainment. In theory, the advergame's
main goal is to attract new and repeat visitors to websites. While playing an advergame, users are
exposed to and interact with brands.
Advergames are easy Ior players to use and oIIer uncomplicated installation Ior web site owners,
making them a simple addition to most websites. Advergaming normally Ialls into one oI three
types:
1)The Revenue-Generating Advergame. A company places an advergame on their website with
the goal oI enticing visitors to spend longer amounts oI time on their website. The longer the
advertiser spends playing the advergame, the more aware oI the website's products they will
become, as most company advergames prominently Ieature the company's logo, slogan and/or
products within the game. Most oIten, this type oI advergame will resemble ?arcade' style games.
2)The Attention-Generating Advergame. This type oI advergame is created in the same way and
placed on a company's website, but does not necessarily Iocus on revenue generating alone.
Advergames that are created Ior this purpose will serve to educate visitors about things like
environmental issues, political movements and military organizations. This type oI game allows
the player to learn more about the topic being covered as they enjoy a leisurely gaming
experience.

3. The ?Stealth' Advergame. When a company includes their brand, logo, company colors or
products as a part oI the actual advergame, brand interaction can occur with the player, but in a
more subtle Iashion. For example, a racing advergame might place a company's logo or colors
onto the player's vehicle or on banners around the game's race track. However, this type oI
advergame can be somewhat controversial, especially iI there is a Iee associated with the game.
Some players are oI the opinion that, in exchange Ior the advertising revenue earned by the
game's creators, a lower game cost is in order.
$urrogate Advertising
Surrogate advertising is advertising which embeds a brand or product message inside an
advertisement which is ostensibly Ior another brand or product. For example, a cigarette
company might issue public service announcements relating to a topic such as lung cancer, using
the company's logo or distinctive brand colors in the ads so that people are exposed to the
company's branding without seeing an explicit ad Ior the company's product. The company
would justiIy the advertisement by claiming that it's an example oI social responsibility.
There are a number oI reasons Ior companies to use surrogate advertising. One oI the most
common reasons is to circumvent a ban on direct advertisements oI particular products. Many
nations have laws restricting alcohol and tobacco advertising, Ior example, so companies use
surrogate advertising to market their products. Techniques used might include advertising
another product with the same brand name, sponsoring community events, issuing public service
announcements, or sponsoring sports teams. All oI these activities technically do not violate the
ban on direct advertising, but they still get consumers Iamiliar with the company's branding.
Surrogate advertising may also be used when companies want to cultivate an image oI social
responsibility. For example, many health advocates have criticized advertisements Ior sweet
treats aired during children's cartoons. A company might pull outright advertising during these
time slots and instead air a series oI public service announcements about eating a balanced diet,
with the announcements bearing the company's branding.
Pharmaceuticals are another product with advertising restrictions. Historically, pharmaceutical
companies were not allowed to advertise prescription medications at all. This regulation was
relaxed in some countries, but some restrictions were leIt in place. Using surrogate advertising
allows companies to get around those regulations. For instance, the manuIacturer oI an asthma
medication might sponsor inIormational commercials about managing the condition, with the
medication branding scattered throughout the advertisement to get consumers used to the brand
and to imply that the medication plays an important role in managing asthma
A Surrogate advertisement is one in which a diIIerent product is promoted using an already
established brand name such ads helping in contribution to brand recall.

b) Products advertisingIor liquor, cigarette is banned in the country since 1995. Ads promoting
directly or indirectly Ior sale, consumption oI cigarette, tobacco products, wine, alcohol, liquor
or other intoxicants, inIant milk substitutes, Ieeding bottles, inIant Iood and their extended
brands are banned Irom advertising.

c) As there is a ban on liquor/Tobacco products, Companies manuIacturing liquor/cigarettes etc.,
are Iinding ways by bringing out brands extensions with names similar to the Liquor/Cigarette
brands.

Ex: Royal Challenge, King Fisher Mineral Water etc.
Green Advertising
Green advertising is clearly one oI the hottest topics today. Individuals are rightly concerned
about the Iate oI our planet. Environmental organizations like The Nature Conservancy are
taking steps to address such issues as destruction oI habitat, the insidious - and vastly under-
reported and underestimated - problem oI invasive species, and other major environmental
problems. Most recently, a gigantic gusher oI oil - the largest accidental oil spill in all oI history -
dumped 206 million gallons oI oil in the GulI oI Mexico. This is equivalent to 19 Exxon
Valdez's worth oI oil. The government seemed incapable oI handling this immense problem,
Iailing, Ior example, to timely accept Ioreign assistance to help clean up this spill. Additionally,
government Iirst banned toxic dispersants - except in rare cases - but then essentially rubber-
stamped every request Ior such dispersant use.
Where government has Iailed, many businesses are increasingly getting into the act and oIIering
"green" alternatives, like the Toyota Prius, green home environmental products, organic and
natural personal care products, environmentally preIerable building products, green advertising
agencies, and other green products and services.
Today, green advertising claims abound in both the traditional media (i.e., broadcast and print)
and the new media (web sites, streaming audio and video, e-mail, DVDs and CD-ROMs).
Moreover, you can expect to see increasing numbers oI green advertising claims in the Iuture in
such new media venues as virtual reality environments, the integration oI digital data with the
telephone - such as Internet telephony - and mobile computing.
Examples: toilet paper ad, done Ior Greenpeace, by an agency in China,Also in China, the World
WildliIe Fund attached this to vehicles around town. Even companies who are not in business to
make a better, cleaner world are advertising Ior the "green" eIIort. This series oI print ads is Irom
a clothing line called Diesel. It highlights their new Spring 07 collection, while also Iocusing on
the devastating eIIects and climate change that global warming can cause to planet earth. Who
knew global warming was so Iashionable?

ut-of-ome Advertising
ROADSIDE billboards, posters on buses and subway escalators, ads in airport terminalsa type
oI publicity known as out-oI-home advertisingused to be the dull end oI the industry. No
more. The Ialling price and improving quality oI Ilat-screen displays mean that static posters
printed on paper are being replaced by snazzy digital commercials with moving pictures, sound
and sometimes interactive Ieatures. As some advertising media, especially newspapers, see their
audiences Iade, streets, airports and other public spaces are becoming crowded with more
potential viewers than ever, as people continue moving to cities and travel more. Out-oI-Home
Advertising is any advertising that reaches the consumer outside oI the house.
Out-oI-home advertising (sometimes reIerred to as OOH) is essentially any type oI advertising
that reaches the consumer while he or she is outside the home. This is in contrast to broadcast,
print, or internet advertising, which may be delivered to viewers while away Irom home (e.g.
tradeshows, newsstands, lobbies, etc.) but are usually viewed in the home or oIIice.

Out-oI-home advertising services are usually divided into Iour primary categories: billboards,
street Iurniture, transit and captive audience. While historically considered to be an outdoor
medium, out-oI-home advertising has moved indoors to malls, shopping centers and individual
retail stores.
igital out-of-ome reIers to dynamic media distributed across placed-based networks in
venues including but not limited to caIes, bars, restaurants, health clubs, colleges, arenas and
public spaces. DOOH also includes stand-alone screens, kiosks, and interactive media Iound in
public places. The availability oI inexpensive LCD screens with built-in media players has
opened the door Ior companies to add interactive video messages in Point oI Purchase (POP)
Displays
Non-Digital Uut-Uf-Home
Bulletin
Bus advertising - Firmly establish brand awareness and generate quick recall with high proIile
exposure near point oI purchase locations.
Commuter rail displa - Reaches a captive audience oI upscale suburban commuters.
Additionally, reaches lunch-time patrons, shoppers and business proIessionals.
ComPark advertising - ComPark is a device used Ior car park advertising; which is placed onto
the parallel lines oI a bay and is able to gain instant exposure Irom motorists that have just
parked their vehicle. The ComPark also serves as a guide to assist motorist in adhering to the
parking bay size.
Lamppost banner advertising - Lamp columns are sited everywhere, allowing advertisers and
events to use banners to target precise geographical locations and create massive promotional
awareness.
,||e |||ard Moblle blllboards offer a greaL degree of flexlblllLy Lo adverLlsers 1hese
adverLlsemenLs can LargeL speclflc rouLes venue or evenLs or can be used Lo achleve markeL saLuraLlon
A speclal verslon ls Lhe lnflaLable blllboard whlch can sLand free nearly everywhere 1hls producL can
also be used for ouLdoor movle nlghLs
Poster - Target local audiences with these billboards, which are highly visible to vehicular traIIic
and are ideal Ior the introduction oI new products/services. Marketers use posters to achieve
advertising objectives and increase brand awareness by placing multiple units in strategic
locations while lowering the cost per thousand impressions.
Premier panel - Premiere panels combine the Irequency and reach oI a poster campaign with the
creative impact oI a bulletin.
Premier square - Bright top and bottom illumination on a premiere panel provide extra impact
aIter dark.
$treet advertising - The use oI pavements and street Iurniture to create media space Ior brands
to get their message onto the street in a cost-eIIective approach.
Tai advertising - Taxi advertising allows advertisers to highlight their products, whether brand
awareness, or a targeted message, directly to areas where people work, shop, and play.