The communication strategies of programs of causerelated
marketing have improved substantially in recent years, moving from simple communication tactics or actions towards the beginnings of genuine communication strategies of cause-related marketing programs which are carefully planned. Thus, this article attempts to explain the evolution of the communication of programs of cause-related marketing and to highlight the new trends in advertising communications which both companies and non-profit organizations have been adopting, in recent years, to carry out this type of marketing strategy.
Carolina Sorribas Morales es doctora en Publicidad y Relaciones Públicas y miembro del Grup de Recerca en Estratègia i Creativitat Publicitàries de la Facultat de Comunicació Blanquerna (URL).
KEY WORDS: cause-related marketing, communication strategy.
PALABRAS CLAVE: marketing con causa, estrategia de comunicación
