Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers. Read the article.
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Editors at the Journal of Advertising Research have launched two new calls for papers on timely themes — one on immersive technologies and the other on prosocial advertising messages. Interested in contributing your robust work in these areas? Read on to learn about goals for each call and the journal’s resources and support toward submitting a successful paper.
Companies increasingly target nonprofit web and social media followers by using cause-related marketing display ads on the websites of charity or nonprofit organizations. Two key formats are used: either transactional (representing an explicit donation amount that a consumer can make to the nonprofit) or nontransactional (representing online cause sponsorship). Which one is more successful? A new study has some answers. Read the article.
Member Only Access
