Cause and Effect

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Determining Causes and Effects

Determining Causes and Effects
The majority of blood donors are middle aged due to advertising not being effective among youth donors. Young prospective first time donors, with their long-term donation potential, are especially attractive targets for blood agencies. Youth are often underrepresented in donor pools, however; persuading them to give blood may require specifically tailored marketing communication. The first cause of not being effective in advertising towards youth is marketing communication. Blood collection agencies often emphasize altruism. Altruism is the philosophical doctrine that right action is that which provides the greatest benefit to others. Specifically, research demonstrates that established donors who have given blood several times report altruism and awareness of the need for blood as their main reasons for giving (Glynn S.A. 417). In other words, a regular blood donor gives because they want to help others in need, and they act altruistically without expectation of reward. Altruistic ads focus on the altruistic message of a blood recipient thanking individuals for giving blood to save his/her life. An appeal to self-interest may be more effective in heightening blood donation intentions among youthful donors. The second cause of advertising not being effective is not appealing to individual self-interest. Collection agencies often use a communal message strategy that you should donate because someone close to you may need it. A communal ad features blood donors asking others to join them to help save lives. This communal approach, often receives less attention from donors because people value incentives. There has been little academic research conducted in blood recruitment to further these recommendations and actually test the effectiveness of specific message types in relation to the established profiles. Another contributing cause is the selectivity model, attributes sex differences in...
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