October is usually accompanied by several color palettes: reds, browns and golds for the changing leaves or black and orange for Halloween.
Since 1985, it's also been a month representing breast cancer awareness and the corresponding "think pink" mind-set.
The Breast Cancer Awareness Month campaign stresses the importance of early detection through regular mammograms and monthly breast self-examinations.
During October, companies contribute to the cause and roll out pink products such as sneakers and purses or kitchen appliances and laptops, not only in an effort to raise awareness about breast cancer research, but also to portray themselves as "socially responsible" corporations, said Richard J. Lutz, a professor of marketing at UF.
Companies like the idea of "cause marketing" because it usually creates a win-win situation, he said.
"With a charitable donation, you could maybe hold a press conference about it, but then it's over," Lutz said. "But if you're Campbell Soup and you make your cans pink and white for a month, that's a lot of exposure over and over and over."
Smokin' Notes, a local study guide provider, hopes to raise as much as $5,000 for Susan G. Komen for the Cure and the Think Pink Foundation.
"My mother has (breast cancer)," said Smokin'Notes founder Ryan Dix. "So I have a very personal connection to the cause, and I know others in our community do, too."
The company's signature red notes switched to pink in an attempt to grab people's attention, he said. Smokin' Notes is also collecting donations and offering raffle tickets for every dollar donated. At the end of October, the company will hold a raffle for one of two chances to win free Smokin'Notes for life. The company also pledged to match the total amount donated up to $2,500.
