The Study of Cause-Related Marketing on Non-Profit Organizations: TV Commercials Analysis

• Main Authors: Wu, HsinYu, 吳欣諭
• Other Authors: Cheng,TzuLeong
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/66270662415380304599

碩士 === 中國文化大學 === 新聞學系 === 101 === Develop rapidly gradually along with the social welfare activity, the marketing of non-profit organization beginning self, and corporate also under the influence of social trend put into social welfare activity, then the influence open the bridge of cooperation. This study collects non-profit organizations advertisings in decade as sample, and to explore non-profit organizations advertisings production advertising point, and cause-related marketing advertisings of present a point. In this study use the analysis of the contents of nonprofit organizations advertising and cause-related marketing advertisings. The results of its research found: 1. The non-profit organizations advertisings basic participatory demands. 2. The non-profit organizations advertisings mostly take star for endorsement. 3. Cause-related marketing become the main appeals. 4. Cause-related marketing advertisings mostly take star for endorsement. 5. Cause-related marketing advertisings message most of presented to fundraising and institutional information. 6. The non-profit organization advertisement has started increasing gradually since 2007.