The Public Relations Department of Pandora Has Recommended to the CEO

question 12

Multiple Choice

The public relations department of Pandora has recommended to the CEO that Pandora become involved in cause-related marketing to increase its positive brand image and goodwill for the company.The PR department recommends that the National Heart Association would be a good tie-in for the oatmeal line,and it could emphasize the heart-healthy aspects of the products.The CEO argues that aligning the products with the Heart Association would not be good for Pandora.Which of the following consumer survey results,if true,would support the argument made by the CEO?

• A) Fifty-nine percent indicate that too much publicity about a company's alignment with a charity leads to increased concerns about commercial gain.
• B) Fifty-four percent say they are willing to pay more for a brand that is associated with a cause.
• C) Sixty-six percent indicate they would switch brands to support a particular cause.
• D) Seventy-eight percent state they are more likely to purchase a brand associated with a cause that they care about.
• E) Eighty-four percent say that cause-related marketing increases the positive image of a company.