
The Art of Cause Marketing
How to Use Advertising to Change Personal Behavior and Public Policy
Résumé
Contents
Acknowledgments ix
Introduction 1
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
12. Some Conclusions 241
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
Bibliography 305
Index
Caractéristiques techniques
PAPIER | |
Éditeur(s) | Mc Graw Hill |
Auteur(s) | Richard Earle |
Parution | 04/03/2002 |
Nb. de pages | 350 |
Format | 15 x 23 |
Couverture | Broché |
Poids | 506g |
Intérieur | Noir et Blanc |
EAN13 | 9780071387026 |
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