Cause-Related Ads Get More Attention, May Increase Sales up to 74%


	Cause-Related Ads Get More Attention, May Increase Sales up to 74%

fuordigital

10-6-2008 8:33 PM

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<div style="margin: 12px 0px; font-family: arial; color: #333333; background: #ffffff; border: solid 4px #e5e5e5; width: 100%; clear: left;"><div class="CM_CTB_Content_Wrap" style="margin: 0px; padding: 0px;background-color: #ffffff;"><div style="border-bottom: solid 1px #dcdcdc; white-space: nowrap; margin-bottom: 8px; background-color: #eeeeee ;background-image: url(http://www.clipmarks.com/images/source-bg.gif); background-repeat: repeat-x; height: 24px; line-height: 24px; vertical-align: middle; padding-bottom: 4px; color: #666666; font-size: 10px;" ><a href="http://clipmarks.com/clip-to-blog/" title="see clips that are hot right now"><img src="http://content.clipmarks.com/blog_embed/47ab4e2d-004c-4a5a-8192-4918b6227ef9/8C62B61E-8032-4533-9B2A-9EFA3D93802A/" alt="" width="19" height="19" border="0" style="vertical-align: middle; margin: 0px 4px; display: inline; border: none; float:none;" /></a>clipped from <a title="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/" href="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/" style="font-size: 11px;">www.marketingcharts.com</a></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/"><H2><A rev="attachment" href="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/">Cause-Related Ads Get More Attention, May Increase Sales up to 74%</A></H2></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/"><div align="center"><img src="http://content9.clipmarks.com/blog_cache/www.marketingcharts.com/img/2A9C63B6-ADF8-4861-A0C2-C11FC3C06EC9" alt="" /></div></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/"><P>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, <A href="http://www.coneinc.com/contentmgr/showdetails.php/id/1188">according to</A> a <A href="http://www.coneinc.com/news/request.php?id=1187">study</A> by <A href="http://www.coneinc.com">Cone</A> and Duke University’s <A href="http://www.fuqua.duke.edu/">Fuqua School of Business.</A> </P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/"><P>After participants were exposed to either a cause-related or a generic corporate ad for one of four focus brands in the toothpaste, shampoo, chips and light-bulb categories, they entered a mock convenience store with nearly 150 SKUs and were given real money to purchase a product of each type.</P></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/"><li style="margin-left:16px;padding-left: 0px;">There was a 74% increase in actual purchases of a shampoo brand after it had been associated with a cause. Nearly half (47%) of participants who saw the cause-related message chose the brand, while only 27% of those who saw the generic corporate ad chose the brand.</LI></blockquote><div style="height: 2px; font-size: 2px; background: #dcdcdc; border-bottom: solid 1px #f5f5f5; margin: 2px 4px;"></div><blockquote style="text-align: left; padding: 0px 8px; margin: 4px 0px 8px 0px; background: transparent; border: none;" cite="http://www.marketingcharts.com/topics/behavioral-marketing/cause-related-ads-get-more-attention-may-increase-sales-up-to-74-6278/cone-duke-sales-increase-toothpaste-shampoo-september-2008jpg/"><div align="center"><img src="http://content6.clipmarks.com/blog_cache/www.marketingcharts.com/img/6D1E490A-46A1-4823-B002-A7CC3EE48137" alt="cone-duke-sales-increase-toothpaste-shampoo-september-2008.jpg" /></div></blockquote></div><div style="margin: 0px 6px 6px 4px;"><table style="font-size: 11px;border-spacing: 0px;padding: 0px;" cellpadding="0" cellspacing="0" width="100%"><tr><td style="background:transparent;border-width:0px;padding:0px;">&nbsp;</td><td align="right" style="background:transparent;border-width:0px;padding:0px;width:107px" width="107"><a href="http://clipmarks.com/share/8C62B61E-8032-4533-9B2A-9EFA3D93802A/blog/" title="blog or email this clip"><img src="http://content7.clipmarks.com/images/c2b-foot.png" border="0" alt="blog it" width="107" height="17" style="border-width:0px;padding:0px;margin:0px;" /></a></td></tr></table></div></div>

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