Socially Responsible Advertising

Altruism or Exploitation?

In any business the main two goals for the company is to gain money and to win their costumer loyalty. Many Marketing companies use social causes to advertise their brand. In the article The author categorized three different types of branders that relate their names with social causes; the three categories are Niche Marketers, Passion Branders, and Image Builders.

1- Niche Marketers: You might recognize some brands as being sympathetic with humanitarian causes. These products are a result of Niche marketers. Niche Marketing is a portion of a market that the company has identified as having some special characteristics that is worth marketing to.

2- Passion branders: are those who aim to make a strong brand through a deep long-run association with a cause. They don’t only aim to get profits, but to use the power of emotion as well.

McDonnell's took marketing to another level instead of just using it as advertising for their food, they are using it for good causes as well. Their charities have helped massively through organizations associated with helping children.

 3- Image builders: are corporations who use marketing strategies to enhance their reputations. They support the arts, sponsor events, or donate money. They also show that corporations have a humanitarian side.

I think its a smart way to grab peoples attention in the society by covering two different purposes. First educate the public with important social causes and second advertising their brand. One of the best examples of how is seen in Benetton, when Benetton published a magazine and labeled it colors and it had topic concerning racism, aids all the issues that is spread and talks about multicultural many criticize Benetton for spending their budget on ads, and that they should put money as well on the research for their campaigns.

Here in Saudi Arabia for example AlBaik huge campaign "Nzazeeh and Wartan". They are characters AlBaik company came up with to spread the awareness of littering and the importance of cleanliness , in two ways they are using the brand in covering the issue and helping spreading their brand by the posters they use about their restaurant.