New trends in the communication of marketing programs with cause in Spain

被引：0
|
作者：
Sorribas Morales, Carolina [1 ]
机构：
[1] URL, Grp Recerca Estrategia & Creativitat Publicitarie, Fac Comunicac Blanquerna, Barcelona, Spain
来源：
TRIPODOS | 2011年 / 28期
关键词：
cause-related marketing; communication strategy;
D O I：
暂无
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
The communication strategies of programs of cause-related marketing have improved substantially in recent years, moving from simple communication tactics or actions towards the beginnings of genuine communication strategies of cause-related marketing programs which are carefully planned. Thus, this article attempts to explain the evolution of the communication of programs of cause-related marketing and to highlight the new trends in advertising communications which both companies and non-profit organizations have been adopting, in recent years, to carry out this type of marketing strategy.
引用
收藏
页码：51 / 62
页数：12
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