The Art of Cause Marketing

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