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The use of promotional T-shirts and bumper stickers to raise awareness is a standard procedure in cause marketing, but the increased attention to the Martin case brings increased scrutiny to the practice and the products. While many sellers are donating all or a portion of proceeds to Martin's family, street vendors selling screen-printed hoodies may have purely profit-driven motives. Meanwhile, following the money from those that claim to be raising funds remains a dubious endeavor.
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Kyle A. Richardson
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Kyle A. Richardson is the editorial director of Promo Marketing. He joined the company in 2006 brings more than a decade of publishing, marketing and media experience to the magazine. If you see him, buy him a drink.
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