ADPR 3100 Lecture Notes - Lecture 11: Corporate Social Responsibility, Corporate Donations, Skill
10 Jun 2018
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ADPR TEST 3 STUDY GUIDE
Corporate Social Responsibility (CSR)
Social Marketing
− The process of using marketing techniques to persuade consumers to adopt the behaviors
advocated by a social cause
− P“A’s: usig traditioal advertisig to proote ehaviors like stoppig sokig
Socially Responsible Advertising
− Requires agreement between a non-profit and a for-profit (advertiser) to maximize perceived
benefits to each partner
− For-profit advertiser wants to:
o Associate product with perceived social good
o Increase broader market seget’s pereptios of eterprise as soially-engaged and
responsible
o Derive bottom line benefits from increasing market share in targeted segment
− Non-profits gain:
o Direct financial support
o Increased awareness
o Validation
o Possibility of gaining volunteer workers since corporate employees may be encouraged
to donate their time to supported causes
Differences in Messaging
− Social Marketing – an ad campaign might include a TV spot to encourage people to recycle
− Socially Responsible Ad – campaign might involve a TV spot promoting a product by using a
message that the product is built with 100% recycled products
3 Different Types of Socially Responsible Advertising Messages
1. Social issues linked with specific products
a. Creates a valuable link in the minds of consumers (Ex: Toms 1 for 1)
2. Social issues linked with specific corporations
a. Positions company as one that cares about a particular issue
3. Corporate donations to specific social issues
a. Average company donates between 1-2% of profits to harities… ould be the focus of
the advertising message (most common)
Socially Responsible Consumers
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
The process of using marketing techniques to persuade consumers to adopt the behaviors advocated by a social cause. P a"s: usi(cid:374)g traditio(cid:374)al advertisi(cid:374)g to pro(cid:373)ote (cid:271)ehaviors like stoppi(cid:374)g s(cid:373)oki(cid:374)g. Requires agreement between a non-profit and a for-profit (advertiser) to maximize perceived benefits to each partner. For-profit advertiser wants to: associate product with perceived social good. Increase broader market seg(cid:373)e(cid:374)t"s per(cid:272)eptio(cid:374)s of e(cid:374)terprise as so(cid:272)ially-engaged and responsible: derive bottom line benefits from increasing market share in targeted segment. Increased awareness: validation, possibility of gaining volunteer workers since corporate employees may be encouraged to donate their time to supported causes. Social marketing an ad campaign might include a tv spot to encourage people to recycle. Socially responsible ad campaign might involve a tv spot promoting a product by using a message that the product is built with 100% recycled products. Consumers are becoming concerned with the production and consumption processes (which scarce resources are used & how products are tested)
