2015 | OriginalPaper | Buchkapitel
The Use of National Charity Telethons as a Marketing Tool
verfasst von : Walter Rosenthal
Erschienen in: Proceedings of the 1982 Academy of Marketing Science (AMS) Annual Conference
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National charity telethons seem to be a successful solution to the fund raising problems of non-profit organizations while satisfying the marketing needs of major corporations. PRIME TIME EXPOSURE on television, tax incentives, public relations image-building at a fair, tax-deductible price have made telethons major events in the promotional plans of many marketers.