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

Format:

Book

Author/Creator:

Earle, Richard, 1932-

Language:

English

Subjects (All):

Social marketing.

Physical Description:

xiv, 322 pages : illustrations ; 23 cm

Place of Publication:

Chicago : McGraw-Hill, [2000]

Summary:

"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, 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.

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.

Contents:

Part 1 Developing a Cause Advertising Campaign

1. The Pitch: RFRs, RFPs, and When to "Spec" 15

2. Planning Your Campaign: Creating a Cause Advertising Strategy 25

3. The Addicted Target: The Toughest Challenge 49

4. Execution: Creation and Presentation 57

5. Television Production: Rolling! 83

6. Radio and Print: Hot and Hotter! 101

7. Research: The Science That's Often an Art 113

8. Media: Spending Smart to Reach the People 143

Part 2 Cause Marketing at Work

9. The Partnership for a Drug-Free America: The Cause Colossus 165

10. The Massachusetts Tobacco Control Program: Anatomy of a Campaign 199

11. A Top Ten List: My Pick of the Best Cause Marketing Campaigns and Why They Worked 229

Appendix A Advertising Council Major Campaign Application 253

Appendix B Advertising Council Endorsed Campaigns Information and Application 263

Appendix C Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Two and Three 271

Appendix D Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Four Through Six 283

Appendix E The Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) 297.

Notes:

Includes bibliographical references (page 305) and index.

ISBN:

0071387021

9780071387026

OCLC:

55668299