Ram has launched a new campaign in partnership with Farmers and Hunters Feeding the Hungry (FHFH). The campaign encourages hunters to donate their hunt to feed the hungry and less fortunate. I thought this would fit well with Chapter 13 on cause-related marketing, but also could be used in a discussion of segmentation (Chapter 4) and even consumer behavior (Chapter 3).

Discussion Questions:

  1. Do you think this is a good cause for Ram to support? Why or why not?
  2. What did you think about the two Ram ads?
  3. Examine the Ram microsite. How well is it integrated with the two ads and the cause Ram wants to promote?
  4. Examine the FHFH website. How well is the Ram campaign integrated with the FHFH website?
  5. Do you think this campaign will be effective in reaching “outdoorsmen” and will translate into a higher brand image and a boost in sales of Ram trucks? Why or why not?

About Dr. Ken Clow

Co-author of textbook.

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