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Cover Art for The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy
Other versions by this Author 		The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy
Edition: 1st
Author(s): Earle, Richard
ISBN10:  0658001221
ISBN13:  9780658001222
Format:  Hardcover
Pub. Date:  4/1/2000
Publisher(s): McGraw-Hill

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SummaryTable of Contents
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."
Acknowledgments ix
Introduction 1(14)
PART I DEVELOPING A CAUSE ADVERTISING CAMPAIGN
The Pitch
15(10)
Planning Your Campaign
25(24)
The Addicted Target
49(8)
Execution
57(26)
Television Production
83(18)
Radio and Print
101(12)
Research
113(30)
Media
143(22)
PART 2 CAUSE MARKETING AT WORK
The Partnership for a Drug-Free America
165(34)
The Massachusetts Tobacco Control Program
199(30)
A Top Ten List
229(12)
Some Conclusions
241(12)
Appendix A Advertising Council Major Campaign Application 253(10)
Appendix B Advertising Council Endorsed Campaigns Information and Application 263(8)
Appendix C Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Two and Three 271(12)
Appendix D Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Four Through Six 283(14)
Appendix E The Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) 297(8)
Bibliography 305(2)
Index 307

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