Advertising for good: What is it good for?

Toygun Yılmazer

Journal of Brand Strategy, 2019, vol. 7, issue 4, 337-342

Abstract: It has lately become de rigueur for brands and agencies to shift their focus to campaigns that support a social cause, such as sustainability or female empowerment. This makes ‘Advertising for Good’ one of the biggest paradigm-shifting trends in marketing today, save for the impact of technology. But why do more and more brands choose to allocate their resources in supporting a social issue rather than highlighting their profit-generating products? What is the underlying benefit in doing so, beyond being good citizen in the public eye? This paper investigates what ‘advertising for good’ is good for. It uses case studies from ANZ Bank, Boost Mobile, and Amnesty International to discuss the benefits of an ‘advertising for good’ campaign for the business, the social cause, and the people involved. It also warns readers on how to avoid the pitfall of being perceived inauthentic in their efforts, while demonstrating through negative examples how quickly good can turn bad.

Keywords: advertising for good; social responsibility; cause marketing; brands; effectiveness; fight for attention; brand relevance (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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