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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.
As a journalist, you can create a free Muck Rack account to customize your profile, list your contact preferences, and upload a portfolio of your best work.
