THE ART OF CAUSE MARKETING. EARLE R. Księgarnia

The Art of Cause Marketing How to Use Advertising to Change Personal Behavior and Public Policy

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'.

Experts agree: 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. 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.

Richard Earles advertising career has spanned over thirty years. Along with his commercial work he has also created several award-winning public service campaigns, including the Keep America Beautiful Crying Indian series and the first national anti-drug abuse campaign for the National Institute of Mental Health. As creative director on Johnson & Johnsons Tylenol brand, he was responsible for all strategy and advertising leading to the brands survival after two separate tampering incidents. The story of that remarkable recovery is widely studied by business schools throughout the world. He lives in Gloucester, Massachusetts.

320 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.