Art of Cause Marketing, The

Richard Earle
""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."--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved

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