Communication using celebrities in the non-profit sector: determinants of its effectiveness
Maria del Mar Garcia de los Salmones, Rafael Dominguez and Angel Herrero
University of Cantabria
Introduction
Many things have changed since Kotler (1979, p. 38) said ‘Third Sector administrators must begin to think like marketers’, in the sense that the same tactics and strategies employed to market goods and services can be used to sell social ideas (Hill & Moran 2011). Nowadays, the non-profit sector is becoming a very competitive and a fast-growing advertising area (Wheeler 2009), and organisations are positioning themselves, communicating their values and...