Socially minded advertising

Cause marketing can be a great thing as long as it is working for the good of both parties. As soon as a company, new or otherwise, is out of the red, they should begin to think of what sponsorship would be the correct pairing. I don't even disagree with the pairing of motor vehicles and breats cancer sponsorship. If motor sales need more women buyers and breast cancer research needs more funding then why is this relationship questioned? I do see, however that the seal of a worthy campain can be bought for a flat fee and then, basically, rented for each year following and how this relationship may not be fair. The major corporation renting the seal should be invested enough to the cause to want to give all that is possible. Although, if they give more money to the cause is it then coming out of the workers pockets? There is a definite beginning and end to these "good" deeds. And as Judith Schwartz says about large corporations, "the bottom line is profit and self-interest." This fact will never change but as long as both parties are benefitting and worthy charities are recieving more money than before their alliance formed, then I believe the pairing is valid and arguably great for charities that may have been overlooked. Judith is right in saying that these alliances must be well thought out so as each party can find comfort in a "win-win" situation.

-Amy Hubbard