TAKE ME HOME CAMPAIGN

To End Pet Homelessness in the City of Dallas Prepared For: Haston Lewis, II Senior Director of Marketing Frito-Lay North America

Margaret Smallwood Senior Panel Member City of Dallass Community Engagement Committee

Authors: Melissa Berasaluce Jaehyuk Im Japneet Kohli May 1, 2013

Pauline Nguyen Mijin Yun

Table of Contents

Introduction....................................................................................................................................................................... 3 Background ....................................................................................................................................................................... 4 Proposal .............................................................................................................................................................................. 7 Plan ....................................................................................................................................................................................... 8 Staffing ..............................................................................................................................................................................12 Budget ...............................................................................................................................................................................14 Authorization Request.................................................................................................................................................16 Works Cited .....................................................................................................................................................................17

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Introduction

America loves pets. Over 60 percent of households own pets and there is no question that Americans have a place for them in their hearts. But do they have a place for them in their homes? Each year, nearly 20 million animals enter shelters across the nation (Coate & Knight, 2010, p. 5). Sadly, only 20% of Americans seeking pets will adopt from either animal shelters or rescues (Animal Humane Association, n.d.). The lack of space and resources results in the annual euthanasia of up to 70% of cats and 56% dogs (Coate & Knight, 2010, p. 5-6). Still, the business of commercial dog breeding continues to operate in response to Americas demand for purebred puppies. Furthermore, nearly half of people who have acquired unsterilized pets havent fixed them often resulting in unplanned litters (Peters, 2010, p. 6d). A considerable number of these pets end up without a home, only to contribute to the growing problem of pet overpopulation. The City of Dallas is no stranger to this problem, having euthanized nearly 50% of all intakes in 2012 (Dallas Animal Services, 2012, p. 5). The proposed Take Me Home campaign aims to tackle the problem of pet overpopulation in the City of Dallas. Under the capable leadership of Frito-Lay North America, the campaign will work over a period of six months to increase pet adoption in the Dallas area through associative advertising and awareness initiatives. The Take Me Home campaign will collaborate with FritoLays Do Us a Flavor contest to advertise the campaign on the winning flavors chip bags, proceeds of which will be donated to local animal shelters and rescues. Advertising will also appear on Facebook, Twitter, and The Dallas Morning News online periodical. Frito-Lays Take Me Home campaign website will work with Dallas Animal Services and local rescue groups to provide adoptable pet profiles with the opportunity to adopt directly from the website. The highlight of the Frito-Lay Take Me Home campaign will be a 23-day promotional event organized at the State Fair of Texas from September 28th through October 20th of 2013. The Frito-Lay exhibit will host various activities advocating the benefits of pet adoption in an effort to educate the public on how their decisions impact the lives of homeless pets. Other educational activities highlighting low-cost spay and neutering programs, pet health, and dogtraining will also take part during all fair days. The Frito-Lay Take Me Home campaigns altruistic efforts will create a positive community image for Frito-Lay and the City of Dallas. With the growing success of cause-related marketing, both Frito-Lay and the City of Dallas homeless pet population will reap the benefits of a mutual relationship. The emotional connections that Frito-Lay will create with pet-owners and animaladvocates will strengthen brand reputation and boost sales. With increased funding, local animal shelters and rescue groups will be better able to provide accommodations for abandoned pets, increase low-cost spay and neuter programs, and enjoy more financial freedom to improve current marketing and advertising strategies to increase pet adoption. We are certain that Frito-Lays Take Me Home campaign will put Dallas on the map as a truly pet-friendly city.
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Background

"The greatness of a nation and its moral progress can be judged by the way its animals are treated. -Gandhi In the years following World War II, the United States experienced a period of economic recovery and revival. During this time, Midwestern farmers looking for alternative crops to sell turned to purebred puppy breeding as a way to make fool-proof cash and hence, the beginning of commercial dog breeding, or puppy mills, in the United States (The American Society for the Prevention of Cruelty to Animals, n.d.). Puppy mills are defined as a dog breeding operation in which the health of the dogs is disregarded in order to maintain a low overhead and maximize profits (Laughlin, 1984, p. 1). Almost seventy years later, puppy mills are still operating, legally and illegally. According to the American Society for the Prevention of Cruelty to Animals (ASPCA), these mills number nearly 10,000, producing more than 2 million puppies annually to meet public demand (n.d.). These puppies are then sold to pet stores or directly to customers seeking purebred pets. Unfortunately, a significant number of these pets end up in animal shelters and pet rescues, brought in as survivors of illegal puppy mills or relinquished by owners that are overwhelmed with the responsibility of being pet owners. Additionally, thousands of purebred dogs suffer acute problems because of the dog fancys emphasis on exterior appearance rather than underlying health and well-being (Humane Society, 2012, p. 7). These genetic disorders found in pure breeds dramatically decrease the likelihood of their adoption, and increase the costs associated with their care in shelters and rescues. The business of uncontrolled dog breeding has created the first incidence of pet overpopulation. Another culprit of pet overpopulation is the lack of pet sterilization by pet owners. An unspayed feline can give birth to up to four litters with six to eight kittens each a year; an unspayed female dog is capable of giving birth to up to six puppies per year (Marohn, 2011, p. 3a). Although the first few offspring sold may appear profitable to the breeder, the rest of the litter are invariably thrust upon less than enthusiastic friends, left by the side of the road or turned over to someone else for disposal (Armstrong, 1994, p. 8). The ASPCA estimates that the stray cat population alone, in the United States, can range up to 70 million (n.d.). When owners of young pets make their breeding or spaying decisions, argues Coate and Knight, they do not take into account that their offspring will crowd out homes for other pets (2010, p. 3). The fate for these strays remains the same an overcrowded shelter or survival on the streets. As seen in the Figure 1 on the following page, over 11 million dogs and around 9 million cats enter shelters annually (Coate & Knight, 2010, p. 5-6). A 1999 survey of 186 shelters reported capacity for only 2.6% of the animals entering their facilities (Wenstrup & Dowidchuk, 1999, p. 303). Given the high inflow of animals compared to their adoption rates, and considering the lack of space and resources allotted to city programs, euthanasia the act of humanely putting an animal to death has become societys solution to pet overpopulation. Overpopulation
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threatens the lives of companion animals more than any infectious disease, claims Dr. Jeanette OQuin, former president of the Association of Shelter Veterinarians (as cited in Whitcomb, 2003, p. 31). Euthanasia rates in the United States for cats and dogs are a dramatic 70% and 56%, respectively (Coate & Knight, 2010, p. 5-6). Sadly, the average animal remains in a shelter for only 9.5 days before exiting through euthanasia whereas certain aggressive breeds are only given two days (Wenstrup & Dowidchuk, 1999, p. 303). What can be said about a society that breeds companion pets only to kill them when they are no longer wanted?
Figure 1. Yearly Euthanasia Rates of Cats and Dogs in the United States
Entering Shelters Euthanized

12 10

Number of animals (in millions)

8
6 4

2
0

Cats
Source: Coate and Knight, 2010, p.5-6

Dogs

A study conducted in 2004 to understand the dynamics of canine overpopulation concluded that the use of spay and neuter programs, combined with increased animal adoption rates and a reduction in pet abandonment, would help achieve a no-kill society for these homeless animals (Frank, p. 118). Companion pets have been bred for thousands of years to serve human needs. As the creators of a species dependent on humans, it is societys social responsibility to correct the problem of animal homelessness and unnecessary killing (Frank, 2004, p. 108). There are currently several national campaigns in process focused on addressing pet overpopulation, including the People for the Ethical Treatment of Animals (PETA) Animal Birth Control (ABC) campaign, or ASPCAs No Pet Store Puppies campaign. The most efficient way to generate change, however, is to focus efforts on a community level or Dallas County, for example. In 2006, Dallas Animal Services reported disposing of an estimated 450 tons of pet carcasses into landfills an average of eight tons per week as a result of euthanasia or death on the streets (Dallas Animal Advocates, n.d.). And, although Dallas Animal Services has seen a dramatic increase in adoptions since 2010, there was still a reported 842 animals euthanized for the year of 2012 (Dallas Animal Services, 2012, p. 5). With a city-wide campaign, coupled with Dallas Animal Services recent positive trends in tackling pet overpopulation, the City of Dallas can begin to lead the way for other cities in Texas to combat pet overpopulation. By focusing on marketing the product rather than on an altruistic message using aggressive advertisement
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events and appearances of adoptable pets, the campaign hopes to become an effective catalyst for change (Frank, 2004, p. 126). The proposed Take Me Home campaign, in an associative partnership with Frito-Lay North America, hopes to reach the widest audience using the above stated marketing plan. Frito-Lay North America, headquartered in Plano, Texas is a multi-billion dollar revenue company with brand recognition all across the world. In April of 2011, Frito-Lay fans set Guinness World Record for most fans on Facebook in 24 hours with more than 1.5 million new likes (Frito-Lay North America, 2011). This milestone in media history makes Frito-Lay a noteworthy company among its customers. Also, in 2012, Frito-Lay began their Do Us a Flavor contest inviting consumers to participate in creating and selecting Frito-Lays new chip flavor. This clever marketing strategy has garnered customer involvement and publicity for the snack producer. Through as cause-related marketing strategy with Frito-Lay, the Take Me Home campaign believes generous benefits can be achieved by both parties. In the last 20 years, cause-related marketing has become a highly profitable strategy. Alliances between companies and not-for-profits such as Marriott Corporation and March of Dimes, or Yoplait and Susan G. Komen Breast Cancer Foundation, have produced beneficial end results. Since the inception of the Save Lids to Save Lives program, Yoplait has experienced a 32% increase in sales over the first three year period (Wall, 2007, p. 1). In 2010, Cone Communications conducted a study on consumer response to cause marketing. As pictured in Figure 2 below, the results strongly support a link between a companys association to a cause and increased sales and brand favorability.
Figure 2. Consumer Response to Cause Marketing

65%
Consumers that have purchased a product or service associated with a cause in the last 12 months.

74%
Consumers that are more likely to buy products of a particular brand because of its association with a cause.

Consumers that have a more positive image of a product or company if its associated with a cause they support.

85%

Source: Cone Communication, 2010, p. 5 and Rozensher, 2013, p. 183

Frito-Lays Take Me Home campaign will allow Frito-Lay to garner community support and goodwill by deepening emotional connections with consumers wanting to make differences in their communities (Cone Communications, n.d.).
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Proposal

The Frito-Lay Take Me Home campaign will be executed in two parts: an ongoing advertisement campaign utilizing Frito-Lay products, city transit buses, online media, and a campaign website; and a promotional event occurring at the State Fair of Texas. Together they will work to create an awareness of the problem of pet overpopulation in the City of Dallas, as well as increase the adoption of those pets already in animal shelters and rescues. Increased sales for Frito-Lay products in the Dallas area will provide measurable results for the effectiveness of the causerelated marketing strategy. The Campaign We recommend promoting the Take Me Home campaign through associative advertisement on Frito-Lays Do Us a Flavor contests winning chip bags beginning July 1st , 2013 and continuing until December 29th , 2013. Advertising will also appear on Dallas DART buses, Facebook, Twitter, and The Dallas Morning News online periodical. This form of advertisement will benefit both Frito-Lay and Take Me Home: Frito-Lay will earn goodwill and appeal among its snack consumers, while the Take Me Home campaign will gain the ability to reach a broader market. The Frito-Lay Take Me Homes campaign logo with a link to the campaign website will appear on the back of chip bags distributed throughout Dallas County. Additionally, a Quick Response (QR) code will accompany the logo, allowing the consumer to access the campaign website upon purchase. The logo is intended to generate interest in the Frito-Lay product and Frito-Lays Take Me Home campaign website, which will: Showcase pets that are available for adoption through Dallas Animal Services and Petfinder, with opportunities to adopt from the website Allow individuals the opportunity to post their adoption success stories Encourage users to donate to the campaign Host daily drawings to win tickets to the State Fair of Texas Dallas Animal Services was selected because they represent the citys main animal shelter. Petfinder was chosen due to their large popularity, which also hosts a directory of more than 13,000 animal shelters and adoption organizations across the United States, Canada, and Mexico. The Promotional Event The promotional event will occur from September 27th , 2013 to October 20th , 2013 during the State Fair of Texas. We request Frito-Lays presence at the fair in order to host a 4,000 squarefoot exhibition, promoting Dallas Animal Services, local rescue groups, and veterinarians. Various educational lectures, pet training events, and a dog, cat, and rabbit petting zoo will take place during all fair days to promote the benefits of pet adoption.
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Plan
Benefits The Frito-Lay Take Me Home campaign will allow Frito- Lay to gain the benefits of a causerelated marketing strategy. As a local resident, Frito-Lay will have the opportunity to reduce the big business stigma that follows an establishment of its size. The community will emotionally connect the altruistic appeal of ending pet homelessness to Frito-Lay, garnering them positive brand recognition. This will result in the increase of sales for Frito-Lay products. The goodwill and corporate stewardship of Frito-Lays endorsement for the Take Me Home campaign will not only reflect positively on the company, but on the City of Dallas as a whole. Marketing Techniques Marketing agency: A marketing agency will be hired to administer the advertising needs of the Frito-Lay Take Me Home campaign. The duties of the marketing agency will be: To design the advertisements to be published on the Frito-Lay chip bags, DART buses, and the Dallas Morning News online periodical To create and manage the campaigns social media needs on Facebook and Twitter To create the campaign website and manage all activity, including content, online interaction, and online contests Chip bag endorsement: Frito-Lay will advertise the Take Me Home campaign on its Do Us a Flavor contests winning chip bags. The advertisement will contain the campaigns logo, website information, and a QR barcode in order to generate interest in the product and campaign, as seen below:

FOR EVERY CHIP BAG PURCHASED, FRITO-LAY WILL DONATE 10% OF PROCEEDS TO ANIMAL SHELTERS AND RESCUES TO HELP END PET HOMELESSNESS IN THE CITY OF DALLAS.

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DART Bus advertising: Frito-Lays Take Me Home campaign will be advertised on the City of Dallas DART buses to popularize the campaign locally. Online Dallas Morning News advertising: Frito-Lays Take Me Home campaign will be advertised in The Dallas Morning News online periodical, which is the citys leading daily newspaper. Campaign website: Frito-Lays Take Me Home campaign website will host information regarding the problem of pet overpopulation in the City of Dallas and how it can be tackled. The website will advocate the benefits of pet adoption and the importance of pet spay and neutering initiatives. The website is intended to: Showcase pets that are available for adoption through Dallas Animal Services and Petfinder, with opportunities to adopt from the website; Allow individuals the opportunity to post their adoption success stories, providing encouragement to individuals seeking pets; Encourage users to donate to the campaign; Host daily contests for an opportunity to win tickets to the State Fair of Texas. A total of 23 winners will be selected between the dates of July 1st , 2013 and September 16th , 2013. Promotional event: The Frito-Lay Take Me Home campaign will feature a 23-day long promotional event organized at The State Fair of Texas from September 28th, 2013 to October 20th, 2013. The event will take place within the East Park Plaza, which will be sheltered by tents.

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The event will feature the following activities to attract the public: Frito-Lay exhibit: Frito-Lay will take part as lead host of the attraction. Pet showcase: The Dallas Animal Services and local rescue groups will be allotted booths to showcase adoptable pets to the public. Members of these organizations will educate the public about the problem of pet overpopulation, as well as advertise their objectives. Petting zoo: Three fenced areas will be allotted for the petting zoo, in which the public will be allowed to interact with cats, dogs, and rabbits. Dallas Animal Services and local rescue groups will provide and monitor the adoptable pets. Educational events: Veterinarians from the City of Dallas, along with members of the Dallas Animal Services and local rescue groups, will educate the public on pet health and advocate the benefits of pet spay and neuter programs. The veterinarians will also have the opportunity to advertise their services. Train Your Pet Event: Pet trainers will teach simple and useful dog tricks for those individuals seeking to adopt. The booths will be situated along the edges of the rental space and will be closest to the entrance. As the visitors proceed inward, they will come across a stage and seating area, where the educational events and the Train Your Pet Event will take place. Behind the stage visitors will encounter the petting zoo. Resources Required The Take Me Home campaign will be sponsored by Frito-Lay, which will provide all the resources required for the campaign advertisement and promotional event. Frito-Lay will cover the following costs: Marketing agencys fee Advertising costs Printing costs for campaign brochures Remuneration for promotional event pet trainers Promotional event supplies cost Promotional event logistics cost Event insurance cost

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Timetable Take Me Home Campaign and Promotional Event Schedule (July 1 Dec 29) Date May 6 May 15 June 10 July 1 Activity Begin selection process for the contracting of marketing agency; Contact State Fair of Texas for the leasing of space for commercial exhibition Finalize the selection of a marketing agency Review and approve of advertisement strategy with respect to chip bag endorsement, city transit buses, Facebook, Twitter, Dallas Morning News, and campaign website Begin advertising campaign; Launch Frito-Lays Take Me Home campaign website Contact Dallas Animal Services to begin scheduling local rescue groups for promotional event; Hire pet trainers for promotional event; Begin recruiting veterinarians from local offices for promotional event; Begin recruiting volunteers from the University of Texas at Dallas for promotional event Order and print campaign brochures; Finalize promotional event timetable and schedule of presenters Begin preparation for fairground exhibition Finish preparation work for fairground exhibition Promotional event begins at the State Fair of Texas Promotional event ends at the State Fair of Texas Advertisement campaign ends

July 29

September 2 September 21 September 26 September 28 October 20 December 29

Promotional Event - Daily Activities Schedule (Sep 28 October 20)

Activity Dallas Animal Services/Local Rescue Groups Description A showcase of adoptable pets and information on how to adopt. Veterinarians, Dallas Animal Services, and local rescue groups will educate the public about pet health and available spay and neuter programs. An enclosed area allowing families the opportunity to play with the adoptable pets. Dog-trainers will teach the public on simple training dog-handling techniques.

Educational Events for Pet Owners

Petting Zoo Train Your Pet

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Staffing

Workforce

No. of People/Day 4 15 (5 groups x 3 people per group) 2

Task Endorse both Frito-Lay and the Take Me Home campaign Showcase and manage the pets involved in the petting zoo Hosts of the Train Your Pet Month event Hosts of the educational events for pet owners; will also provide emergency pet health care for those pets involved in the petting zoo Answer audience questions, and help with set-up and break-down activities.

Compensation According to the employment contract of Frito-Lays payroll department Opportunity for free advertising $100 per day for each animal trainer for a total of $4600 for the whole campaign

Frito Lay Employees

Dallas Animal Services/ Rescue Groups1

Pet Trainers2

Veterinarians3

Opportunity for free advertising

Student Volunteers4

Volunteer hours

Total Pets Dogs Cats Rabbits Total

1

29 No. of Pets/Day 20 10 10 40

Rescue Groups: The Dallas Animal Services will connect The Take Me Home campaign with local animal rescue groups. A total of four animal rescue groups will collaborate with the Dallas Animal Services to provide the Take Me Home promotional event with adoptable pets. The

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members of these non-profits will not be financially remunerated but be given the opportunity to advertise their non-profit organizations and the campaigns message.
2

Pet Trainers: Two pet trainers will be hired by the Frito-Lay Take Me Home campaign to entertain and educate the crowd at the State Fair of Texas.
3

Veterinarian: Three veterinarians will be recruited from the Dallas area to educate the public about pet health, with an emphasis on the benefits of pet spaying and neutering programs. The three doctors will be present at the event at different times of the day, in staggered intervals. The doctors will also provide emergency health services to any sick pets involved in the petting zoo. The veterinarians will not be financially remunerated but be given the opportunity to advertise their clinics and services.
4

Student Volunteers: The student volunteers will be recruited from The University of Texas at Dallas (UTD). The campaign will work with The Office of Student Volunteerism (OSV) at UTD to incorporate the Take Me Home campaign as an official volunteering program for the students. The students will be awarded volunteer hours for their involvement, which may contribute towards the various volunteering awards presented by OSV.

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Budget

Item Campaign Advertising Marketing Agency Frito-Lay Chip Bag Endorsement DART Bus Advertising Online Dallas Morning News Advertising Brochures Total Campaign Advertising Item Promotional Event Online Contest Winners Admissions Staff: Volunteers Pet Trainers Veterinarians Supplies: Staff Food (1 meal/day) Pet Food Logistics:

Cost $250,000.00 $20,000.00 $22,000.00 $100,000.00 $10,200.00 $402,200.00 Cost $391.00 $0 $4,600.00 $0 $16,900.00 $1,480.00 $29,000.00 $2,415.00 $ 2,070.00 $250.00 $1,050.00 $3,105.00 $10,000.00 $74,711.00

Rental Space (4,000 sq. ft. x $7.25/sq. ft.) Table Rentals (15 x 23 x $7/day) Chair Rentals (45 x 23 x $2/day) Stage Rental Tent Rental (40' x 100') Fence Rental Event Liability Insurance Total Promotional Event Total Cost

$467,911.00
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Advertising for Frito-Lays Take Me Home campaign will require the most funding for the campaign to be successful. A marketing agency will be hired for this purpose to oversee all advertising, public relations and website related needs for the campaign. The centralization of media management will allow Frito-Lay to create one image of the campaign. The event liability insurance is a mandatory cost for exhibitors at the State Fair of Texas. The insurance removes all liability from Frito-Lay in case of an accident. The insurance will cover the promotional event for the entire 23-day period.

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Authorization Request
The Frito-Lay Take Me Home campaign works at promoting the adoptability of homeless pets and raising awareness for the City of Dallas pet overpopulation problem. The campaign has an altruistic appeal that will earn goodwill and positive brand recognition for Frito-Lay from consumers and individuals wanting to make a difference in their community. The Frito-Lay Take Me Home campaign is a winner all-round and should be selected as FritoLays official submission to the Businesses Give Back competition. Therefore, I approve the Take Me Home campaign to represent Frito-Lay at the Dallas Chamber Of Commerces Businesses Give Back competition. I also grant the $467,911.00 budget requisition needed for the campaign.

___________________ Date

______________________ Haston Lewis, II Senior Director of Marketing Frito-Lay North America

___________________ Date

______________________ Margaret Smallwood Senior Panel Member City of Dallass Community Engagement Committee

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References

American Humane Association. (n.d.). Pet overpopulation. Retrieved from http://www.americanhumane.org/animals/adoption-pet-care/issues-information/petoverpopulation.html The American Society for the Prevention of Cruelty to Animals. (n.d.) Pet Statistics. Retrieved from http://www.aspca.org/about-us/faq/pet-statistics.aspx Armstrong, R. (1994). The world is going to the dogs. Newsweek, 123(13), 8. Axia Public Relations. (n.d.). How much does public relations cost?. Retrieved from http://axiapr.com/thepublicrelationsblog/how-much-does-public-relations-cost/ Cause Marketing Forum. (n.d.). Statistics every cause marketer should know. Retrieved from http://www.causemarketingforum.com/site/c.bkLUKcOTLkK4E/b.6448131/ City of Dallas Animal Services. (2012). December 2012 news & stats. Retrieved from http://dallascityhall.com/pdf/DAS/DAS_stats.pdf Coate, S., & Knight, B. (2010). Pet overpopulation: An economic analysis. The B.E. Journal of Economic Analysis & Policy, 10(1), Article 106. Cone Communications. (n.d.). Cause marketing. Retrieved from http://www.conecomm.com/cause-marketing Cone Inc. (2010). Cone Cause Evolution Study. Retrieved from http://ppqty.com/2010_Cone_Study.pdf Dallas Animal Advocates. (n.d.). What you should know about pet overpopulation in Dallas. Retrieved from http://dallasanimaladvocates.wordpress.com/theDowidchuk, A., & Wenstrup, J. (1999). Pet overpopulation: Data and measurement issues in shelters. Applied Animal Welfare Science, 2(4), 303. Frank, J. (2004). An interactive model of human and companion animal dynamics: The ecology and economics of dog overpopulation and the human costs of addressing the problem. Human Ecology, 32(1). Frito-Lay North America, Inc. (2011). Frito-lay fans set Guinness world record for most fans on facebook in 24 hours with more than 1.5 million new likes. Retrieved from http://www.fritolay.com/about-us/press-release-20110428.html

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The Humane Society of the United States. (2012). The American Kennel Club: No Longer The Dogs Champion? [Rep]. Retrieved from http://www.humanesociety.org/assets/pdfs/pets/puppy_mills/report_akc_breeders.pdf Laughlin, M. United States District Court, D. Minnesota, Sixth Division. (1984). Merele Avenson and Jean Avenson, plaintiffs, v. Lesley Zegart, Minnesota humane society, Gary A. Mills, Larry Johnson, and Dr. Alan Olander, defendants. (Civ. No. 6-83-903) Marohn, K. (2011). Clinics step in to slow the boom in cat population. USA Today, p. 03a. PETA.org. (n.d.) Turn Away: A Closer Look at No-Kill. Retrieved from http://www.peta.org/features/turned-away-a-closer-look-at-no-kill.aspx Peters, S. (2010). Sterilizing pets isn't a priority for new owners. USA Today, p. 06d. Rozensher, S. (2013). The growth of cause marketing: Past, current, and future trends. Journal of Business & Economics Research, 11(4) State Fair of Texas. (n.d.). Exhibit space application. Retrieved from http://www.bigtex.com/sft/images/application.pdf State Fair of Texas. (n.d.). Guest info - tickets. Retrieved from http://www.bigtex.com/sft/guestinfo/tickets.asp Wall, M. (2007). Cause marketing: What is it? Why companies do it?. Business Matters, 15(5), 1, 10. Retrieved from http://www.docstoc.com/docs/61519615/Marketing-Strategy-forYoplait-Yogurt-Prsrt-Std-U Wenner, Craig. Judicial Review and the Humane Treatment of Animals (2011). New York University Law Review, Vol. 86, No. 5, 2011. Available at SSRN: http://ssrn.com/abstract=2140423 Whitcomb, R. (2010). Understanding pet overpopulation. DVM: The Newsmagazine of Veterinary Medicine, 41(4), 30-32.

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