Marketing tied to worthy causes is getting a warm response from consumers, according to Chicago-based Frankel & Co.'s recently completed 1995 Attitudes & Practices Study. Nearly two-thirds of 682 supermarket shoppers polled said they purchased certain brands primarily because of cause-related tie-ins. The study also said in-store coupons are increasing in popularity; 70% of consumers reported making a purchase from a coupon dispensed inside a store, up from 36% in 1992.
Holiday Inn Worldwide, Atlanta, recently named Clarion Performance Properties, Greenwich, Conn., as its sports marketing agency of record overseeing 1996 Olympics sponsorship activities. Among other responsibilities, Clarion will create and coordinate a series of local marketing and merchandising events surrounding the 84-day Olympic Torch Relay leading up to the kickoff of the Games; the relay will visit 3,000 cities in 42 states beginning next spring. Young & Rubicam, New York, is Holiday Inn's agency of record.
United Media, New York, next month offers a trivia contest to newspapers carrying its "Peanuts" comic strip commemorating the 45th anniversary of the Charles Schulz-created feature. Each participating newspaper will offer three winners of the trivia contest various "Peanuts"-theme merchandise including records, videos and pens. The promotion runs through yearend.