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

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McGraw Hill Professional, 2000 - Business & Economics - 322 pages
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"Richard Earle has written an invaluable book about how to use the medium for the benefit of the people instead of just selling Doritoes. I applaud him for making this contribution and reminding us of how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men … and Other Sorry Excuses for the State of Nation! and film producer of Roger & Me

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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Contents

Introduction
1
DEVELOPING A CAUSE ADVERTISING
13
Execution
57
Copyright

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About the author (2000)

Richard Earle's advertising career has spanned over thirty years. Along with his commercial work he has also created several award-winning public service campaigns, including the Keep America Beautiful "Crying Indian" series and the first national anti-drug abuse campaign for the National Institute of Mental Health. As creative director on Johnson & Johnson's Tylenol brand, he was responsible for all strategy and advertising leading to the brand's survival after two separate tampering incidents. The story of that remarkable recovery is widely studied by business schools throughout the world. He lives in Gloucester, Massachusetts.

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