Cause-related marketing involves a company and its consumers supporting a particular cause. It usually takes the form of the company making a donation to the cause for every product consumers buy during the campaign. Successful cause-related marketing campaigns benefit brands through increased sales and customer engagement, and charities through donations and awareness of their cause. WPP companies create many of these brand-charity partnerships that resonate with the public and meet client goals.

Chapter 2 of 10

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