What benefits do businesses expect o gain from cross-sector and cause-related marketing?

What will be an ideal response?

• The overarching benefit sought is an increase in sales in both the short and long run. This increase results from alliances and cause-related marketing affecting the following:
o The company differentiates itself from competitors by helping a charitable cause
o Promotional expenses are lowered because of getting extensive free publicity
o A positive image is projected which counteracts public suspicion of business
o Helping a charity builds relationships with target audiences and wins their loyalty
o Teamwork with a charity helps to develop teamwork and comaraderie within the company
o Cause-related marketing is easier to justify to boards and stockholders than cash gifts