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The Art of Cause Marketing
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Librairie Eyrolles - Paris 5e
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The Art of Cause Marketing

The Art of Cause Marketing

How to Use Advertising to Change Personal Behavior and Public Policy

Richard Earle

350 pages, parution le 04/03/2002

Résumé

The Art of Cause Marketing explains how to develop a successful public service campaign. Unlike commercial advertising, which simply seeks to change purchasing patterns, cause marketing endeavors to change strongly ingrained behavior or firmly held beliefs. The book includes important insights into the typical targets of cause ads, the creative process, the effectiveness of different media for cause efforts, and how to research, test, and measure the success of a cause ad campaign. It also features information on the Advertising Council and how to apply for Ad Council sponsorship, ample case studies, and over fifty illustrations taken from actual cause advertising commercials and print ads.

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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