Cause marketing isn't dead yet, expert says

09/28/2011 | Advertising Age (tiered subscription model)

Cause marketing campaigns haven't been generating the quick returns some brands hoped for -- but that doesn't mean they're a lost cause, writes Scott Pansky. Rather than seeking a quick buck, brands should aim to use cause-based campaigns to generate lasting relationships with their customers. "Marketers need to embrace the idea that this is not a quick-fix marketing solution but a long-term commitment to a cause," Pansky writes.

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