O marketing de causa

: efeito das suas tipologias: estudo de caso: Liga Portuguesa Contra o Cancro

Abstract

Cause Marketing, as a marketing strategy, is being gradually applied into the Portuguese market through partnerships between non profit institutions and for profit organizations. Its application tries to reach: finance resources or founds, people’s lifestyle changes and knowledge about the institution, this in the non profit institutions perspective; and profit, brand/organization awareness, affective bounds with the consumer and transforming potentials consumers into effective consumers, in the for profit organization’s perspective. This strategy is based on seven Cause Marketing’s typologies, they are: Advertising, Public Relations, Sponsorship, Licensing, Direct Marketing and Sales Promotion. Through the study of cause marketing actions developed by the non profit institution – Liga Portuguesa Contra o Cancro, we could analyse the effects of each one of this typologies. By effects we mean financials resources and consumer’s lifestyle changes. The findings of the study case’s hypotheses revealed a new reality: there isn’t an action with the same effectiveness for all the typologies. Even though, we collected some elements that can solve this issue.

Date of Award	2009
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria da Conceição Monteiro Soares (Supervisor)