- Hardcover: 288 pages
- Publisher: World Advertising Research Center (7 July 2008)
- Language English
- ISBN-10: 1841162078
- ISBN-13: 978-1841162072
- Product Dimensions: 24.6 x 16.8 x 2.5 cm
- Amazon Bestsellers Rank: 135,371 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Baroness Peta Buscombe, Chief Executive, Advertising Association
"A fantastic analysis of best practice in achieving behavioural change through the positive power of advertising and communications."
Mike Hughes, Director General, ISBA
"This highly readable collection of case studies from the public sector has relevance for all marketers. By their nature, these campaigns need to go well beyond generating intent to purchase, into the domain of attitudinal and behavioural change. A challenging objective, impressively met."
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