Two cool new cause marketing concepts from two different Commonwealth countries. From New Zealand Donate your Deskto p invites people to download a little software to their desktop computer. Included in the download is permission to push a different ad to your desktop’s background every day. Proceeds from the ad sales benefit the charity of your choice. “Think of it as renting out your desktop background as an advertising space,” says Donate Your Desktop’s website, “with the proceeds going to charity.” The ads tend to be ‘Bing’-like with big and bold visuals. This is ‘push’ media made palatable by the addition of the cause marketing element. Wikipedia defines push media as, “… a style of Internet-based communication where the request for a given transaction is initiated by the publisher or central server. It is contrasted with pull, where the request for the transmission of information is initiated by the receiver or client.” Ten years ago push media was the ‘once and future ...
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