All across America, people are " shopping " for a cure for breast cancer, funneling millions into the coffers of several large breast cancer advocacy foundations and at least one cancer center by purchasing products that are somehow tied to national fundraising campaigns for breast cancer awareness and research. The opportunities seem ubiquitous in October—National Breast Cancer Awareness Month...

This article examines the applicability of marketing concepts to social causes and social change. Social marketing is defined as the design, implementation, and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research. Wiebe examined four social advertising campa...

Conducting a barriers analysis is an important first step when designing proenvironmental behavior change interventions. Yet, detailed information on common barriers to energy conservation campaigns remains unavailable. Using a pair of original surveys, we leverage the theory of planned behavior to report on the most important barriers for fourteen energy conservation behaviors common in univer...

D a 20-year trend toward integrated marketing communications, advertisers seldom coordinate television and search advertising campaigns. We find that television advertising for financial services brands increases both the number of related Google searches and searchers’ tendency to use branded keywords in place of generic keywords. The elasticity of a brand’s total searches with respect to its ...