How Public Service Advertising Works: Amazon.co.uk: Judie Lannon: Books

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."

Peggy Conlon, President and CEO, The Advertising Council Peggy Conlon, President and CEO, The Advertising Council

"As the leading US producer of public service advertisements, the Ad Council applauds this book for showing how advertising can bring lasting and positive social change."

Andrew Harrison, Chief Executive Officer, RadioCentre

"This book is an invaluable aid and shares 25 years of learning within public service advertising. I recommend it to anyone with an interest in this area."

David Barr, Director General, Market Research Society

"The experience assembled in this book should make it essential reading for anyone involved in researching and developing public service campaigns."

Book Description

Public service advertising plays an increasingly important and high-profile role in society today.

A significant investment is made by governments and non-profit organizations to persuade people to give up dangerous or unhealthy behaviours, to take up new behaviours, to obey the law or simply to think differently about social issues.

Written by senior advertising planners, this book describes:
how public service campaigns are devised
how they are executed
how their effectiveness can be measured

The key chapters in the book are based on in-depth analysis of case studies from the UK IPA Effectiveness Awards, widely recognized as the most rigorous advertising effectiveness programme in the world.

The book is an essential source of ideas and practical advice for anyone using marketing techniques to change social attitudes and behaviour.

About the Author

Edited by Judie Lannon, formerly Planning Director for JWT Europe.

Contributors to the book include:
o Jeremy Bullmore, WPP Advisory Board
o Matthew Parris, writer and broadcaster
o Richard Storey, Chief Strategy Officer M&C Saatchi
o Andy Nairn, Planning Director MCBD
o Charlie Snow, Head of Planning DLKW
o John Poorta, Vice Chairman Leo Burnett London
o Rebecca Morgan, Chief Strategy Officer Lowe
o Rebecca Munds, Partner Clemmow Hornby Inge
o Will Colin, Founding Partner Naked
o Neil Goodlad, Managing Partner Clemmow Hornby Inge
o Alison Hoad, Vice-Chairman RKCR/Y&R
o Alex Hourston, VCCP
o Peter Buchanan, Deputy Chief Executive COI
o Professor Geoffrey Beattie, Psychologist Manchester University

How Public Service Advertising Works [Hardcover]