Smith School of Business.Ĭharities and for-profit companies have increasingly been trying to appeal to consumers with cause-related marketing campaigns, often including images of a person in need. ![]() They just might not be the feelings the organization hopes to evoke, says Rosellina Ferraro, an associate professor of marketing at the University of Maryland’s Robert H. ![]() SMITH BRAIN TRUST – If you see an ad picturing the sad face of a child in need, it’s likely to stir some emotions.
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