Product Description
Experts agree that "The Art of Cause Marketing" is an instant classic! 'A very valuable practical guide for those who want to do social advertising campaigns - not just think and talk about them' - Alan R. Andreasen, Marketing Professor, Georgetown University. 'A combination guide book, field manual, and advertising bible, "The Art of Cause Marketing" is bound to become required reading for all serious practitioners and students of cause marketing' - Milt Gossett, Retired Chairman and CEO, Saatchi and Saatchi Advertising Worldwide. 'This book is sine qua non - the best work on cause marketing and advertising I've read' - Robert P. Keim, President Emeritus, The Advertising Council. '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, gambling, alcoholism, 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. Author Richard Earle shows them how. "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. This 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.
From the Publisher
Includes important information on the typical targets of cause ads -- frequently addicts -- including psychological profiles. Over 75 illustrations from actual cause advertising commercials and print ads. Many are storyboards of actual cause commercials that have never before appeared in print. Detailed case studies from the Partnership for a Drug-Free America and from the Massachusetts Tobacco Control Program. New contributed foreword by a notable non-profit/social marketing expert.
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