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RAB Research Archive

Leveraging cause-related marketing opportunities



We all know that radio gets results; however, there are some companies that still don't appreciate the power of radio.

Cause-related marketing (CRM) could be the key that opens the door to companies that are not radio-friendly. If your station offers CRM opportunities, use those occasions to revisit non-radio prospects.

These companies might want to tie-in with the campaign, not so much for the radio element, but more for the charity they want to support.

Source: Brandeis C. Hall, RAB





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