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Cover Art
Author Earle, Richard, 1932-

Title The art of cause marketing : how to use advertising to change personal behavior and public policy / Richard Earle.

Published Chicago, Ill. : McGraw-Hill, [2000]


Location Call No. Status
 UniM Giblin Eunson  659.1019 EARL    AVAILABLE
Physical description xiv, 322 pages : illustrations ; 23 cm
Notes Includes index.
Bibliography Bibliography: page 305.
Contents Part 1 Developing a Cause Advertising Campaign -- 1. Pitch: RFRs, RFPs, and When to "Spec" 15 -- 2. Planning Your Campaign: Creating a Cause Advertising Strategy 25 -- 3. Addicted Target: The Toughest Challenge 49 -- 4. Execution: Creation and Presentation 57 -- 5. Television Production: Rolling! 83 -- 6. Radio and Print: Hot and Hotter! 101 -- 7. Research: The Science That's Often an Art 113 -- 8. Media: Spending Smart to Reach the People 143 -- Part 2 Cause Marketing at Work -- 9. Partnership for a Drug-Free America: The Cause Colossus 165 -- 10. Massachusetts Tobacco Control Program: Anatomy of a Campaign 199 -- 11. A Top Ten List: My Pick of the Best Cause Marketing Campaigns and Why They Worked 229 -- Appendix A Advertising Council Major Campaign Application 253 -- Appendix B Advertising Council Endorsed Campaigns Information and Application 263 -- Appendix C Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Two and Three 271 -- Appendix D Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Four Through Six 283 -- Appendix E Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) 297.
Summary "A mind is a terrible thing to waste." "This is your brain on drugs." Unlike their for-profit counterparts, these unforgettable advertising slogans advocate change in behavior or beliefs rather than hawk the latest in fashion or the best detergent. Efforts to enlighten the public -- at both the national and local levels -- about the dangers of drug use, child abuse, domestic violence, and smoking now account for billions of dollars in advertising revenue every year. Consequently, advertising professionals, social marketers, and advocacy groups alike need to know how to reach the targets of cause advertisements more effectively.
The Art of Cause Marketing explains how to strategize effectively and to develop a successful public service advertising campaign -- the key component in an overall cause or advocacy marketing effort. The book includes detailed information on the typical targets of cause ads, advertising creative, the effectiveness of different media for cause efforts, research, testing and measuring effectiveness, and more. Ample case studies and storyboards illustrate cause marketing in action.
Subject Advertising, Public service.
Advocacy advertising.
Advertising -- Psychological aspects.
Advertising campaigns -- Planning.
ISBN 0071387021 (paperback)
9658001221 (hbk.)