The art of cause marketing : how to use advertising to change personal behavior and public policy

Author(s)

• Earle, Richard

Bibliographic Information

The art of cause marketing : how to use advertising to change personal behavior and public policy

Richard Earle

NTC Business Books, c2000

Note

Includes bibliographical references (p. 305) and index

Description and Table of Contents

Description

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."

by "Nielsen BookData"

Details

• NCID: BA48740837
• ISBN:
  • 0658001221
• LCCN: 99045663
• Country Code: us
• Title Language Code: eng
• Text Language Code: eng
• Place of Publication: Lincolnwood, Ill.
• Pages/Volumes: xii, 322 p.
• Size: 24 cm.
• Classification:
  • LCC : HF5414
  • DC21 : 658.5
• Subject Headings:
  • LCSH : Social marketing
  • LCSH : Campagnes publicitairesl