The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy
Editorial Reviews
Book Description
Richard Earle has written an invaluable book about how to use the medium for the benefit of the people instead of just selling Doritoes. I applaud him for making this contribution and reminding us of how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men and Other Sorry Excuses for the State of Nation! and film producer of Roger Me This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertising and print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste."
From the Author
The Paperback edition of The Art of Cause Marketing has been extensively revised. Case studies have been brought up to date, including a number of new storyboards and descriptions of current social marketing campaigns.
There is a new preface highlighting recent developments in such areas as branding as a social marketing technique, use of the internet in social marketing, cause-related marketing, and the impact of the events of 9/11 on the future of cause marketing.
The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy
The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy,Richard Earle,McGraw-Hill,0071387021,Advertising,Advertising & Promotion,Business & Economics,Business / Economics / Finance,Business/Economics,Marketing - Research,Public Policy - General,Business & Economics / Advertising & Promotion
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