The American Heart Association has been using the campaign Go Red for Women to raise awareness and education about heart attack symptoms in women. Several companies including Merry Maids have partnered with the American Heart Association and prominently display the logo on their product packaging. Merry Maids left each of their customers a donation box to fill with coins and dollars with the campaign slogan "Raise the Roof" to support the American Heart Association. In one month they raised over $100,000 in donations. Merry Maids' "Raise the Roof" campaign illustrates a practice known as
A) cause-related marketing
B) sustainable marketing
C) philanthropy marketing
D) strategic philanthropy

Question

Quizplus · Accepted Answer

Merry Maids' partnership with the American Heart Association and use of the Go Red for Women campaign logo on their product packaging is a clear example of cause-related marketing. The "Raise the Roof" donation campaign also aligns with this marketing strategy, as it promotes the company's support for a specific cause while also encouraging customer engagement and donations.

The American Heart Association Has Been Using the Campaign Go