In an effort to combat the AIDS epidemic around the world, the Product (RED) campaign aims to engage consumers in an economic initiative with exclusive products from their corporate partnerships. Academic journals claim that this effort is a new form of Cause-Related Marketing (CRM), even though it involves many Public Relations strategies and tactics. Product (RED)s unique nature is unlike previous CRM campaigns due to its corporate partnership agreements. Researchers have not previously studied initiatives such as Product (RED) through either Public Relations or Marketing theories. Davids (2004) Convergence Theory creates a cyclical model to merge both Public Relations and Marketing theory where both fields compliment each other in strategy and outcomes. Cancel et. al.s (1997) Contingency Theory states that Public Relations strategies function along a continuum of either advocacy or accommodation tactics. The purpose of this study was to understand the creation process of the Product (RED) campaign in order to fully comprehend how social activism campaigns combine both Marketing and Public Relations strategies. This research compiled interviews with Product (RED) campaign organizers, corporate partners, and social responsibility analysts. Results showed a blend of both Contingency and Convergence Theories, applying a mix of accommodation and advocacy strategies. Interviews displayed differing levels of consumer and corporate engagement, as well as key campaign elements to include for future social activism campaigns.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-04162008-141353 |
| Date | 17 April 2008 |
| Creators | Martin, Amy Elizabeth |
| Contributors | Danny Shipka, Lisa Lundy, Anne C. Osborne |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-04162008-141353/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
Page generated in 0.0018 seconds