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

Art of Cause Marketing : How to Use Advertising to Change Personal Behavior and Public Policy - 00 edition

ISBN13: 978-0071387026

Cover of Art of Cause Marketing : How to Use Advertising to Change Personal Behavior and Public Policy 00 (ISBN 978-0071387026)
ISBN13: 978-0071387026
ISBN10: 0071387021
Cover type:
Edition/Copyright: 00
Publisher: McGraw-Hill Publishing Company
Published: 2000
International: No

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Art of Cause Marketing : How to Use Advertising to Change Personal Behavior and Public Policy - 00 edition

ISBN13: 978-0071387026

Richard Earle

ISBN13: 978-0071387026
ISBN10: 0071387021
Cover type:
Edition/Copyright: 00
Publisher: McGraw-Hill Publishing Company

Published: 2000
International: No
Summary

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."

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