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Barbara A. Lafferty on Muck Rack

Barbara A. Lafferty

As seen in: Taylor & Francis Online
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Articles

Empirical Findings on Cause Placement: Leveraging Embedded Marketing for Nonprofit Organizations

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By Mary Harrison, David Ortinau, Ream A. Shoreibah, Barbara A. Lafferty
| Taylor & Francis Online
Embedded marketing provides brands with a strategic approach to effectively reach audiences, whose engagement has become increasingly elusive. This work introduces cause placement, a form of embedded marketing whereby messages about prosocial causes—the offerings of nonprofit organizations—are inserted into entertainment programming. Across the two studies, the authors investigate the effects of different message factors on the effectiveness of cause placement.
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