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In pursuit of effective charity advertising: Investigating the branding and messaging execution tactics used by charity marketers

Cathy Nguyen & Margaret Faulkner

Third Sector Review2020article
ABDC C
Weight
0.51

What the paper says

Charities operate in a highly fragmented environment with many players competing for individuals' support. The limited resources available for campaign development (creative, filming) and execution...

5 citations

Cite this paper

@article{cathy2020,
  title        = {{In pursuit of effective charity advertising: Investigating the branding and messaging execution tactics used by charity marketers}},
  author       = {Cathy Nguyen & Margaret Faulkner},
  journal      = {Third Sector Review},
  year         = {2020},
}

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In pursuit of effective charity advertising: Investigating the branding and messaging execution tactics used by charity marketers

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Evidence weight

0.51

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.42 × 0.4 = 0.17
M · momentum0.80 × 0.15 = 0.12
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.