Module III COM 105
Popular in Com 105- Communication in Global Context
Popular in Communication Studies
verified elite notetaker
This 2 page Class Notes was uploaded by Alanna Wight on Monday November 30, 2015. The Class Notes belongs to COM 105 at Washington State University taught by Gallagher in Fall 2015. Since its upload, it has received 10 views. For similar materials see Com 105- Communication in Global Context in Communication Studies at Washington State University.
Reviews for Module III
Report this Material
What is Karma?
Karma is the currency of StudySoup.
Date Created: 11/30/15
Com105 Module Ill How SocialCause Marketing Affects Consumer Perceptions Potential returns from affinity marketing Companies make substantial investments to try to demonstrate an affinity with customers interested in sport teams entertainment events and social causes Example Target Bullseye s playground Created a game every time you played the game donated to Judes hospital Affinity marketing programs are designed to 1 2 3 4 5 6 Improve overall corporate reputation Differentiate a brand Attract the interest of target consumers Stimulate brand preference and loyalty Attract loyal employees Increase profits and stock prices VVVVVV Companies use social marketing to 1 Differentiate their brands from competitors in consumers mind 2 Lead to a range of desirable effects 3 Include greater efficiency for other marketing effort 4 Ability to charge higher price 5 Increase market share 6 Greater brand loyalty 7 More favorable treatment from stakeholders Example Safeway quotthe safeway foundationquot every month they have different charities you can donate too Consumers will respond with more favored rating and a higher likelihood of choice to brands that have certain socialcause affiliations Understanding the effect on customers Affinity marketing programs that have a high degree of fit with a brand typically produce a more positive effect on consumer brand judgments and feelings than initiatives with weaker fit