Author: Earle, Richard

Publication Year: 2002

Media Type: Book

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.

Abstract:

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". (Publisher's description)

Arts & Intersections:

Categories: Marketing and Communications, Advocacy