The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy
‘A mind is a terrible thing to waste’. ‘This is your brain on drugs’. Unlike their for-profit counterparts, these unforgettable advertising slogans advocate change in behaviour or beliefs rather than hawk the latest in fashion or the best detergent.
Efforts to enlighten the public – at both the national and local levels – about the dangers of drug use, child abuse, domestic violence, gambling, alcoholism, and smoking now account for billions of dollars in advertising revenue every year. Consequently, advertising professionals, social marketers, and advocacy groups alike need to know how to reach the targets of cause advertisements more effectively.
Author Richard Earle shows them how. “The Art of Cause Marketing” explains how to strategise effectively and to develop a successful public service advertising campaign – the key component in an overall cause or advocacy marketing effort. This book includes detailed information on the typical targets of cause ads, advertising creative, the effectiveness of different media for cause efforts, research, testing and measuring effectiveness, and more. Ample case studies and storyboards illustrate cause marketing in action.
Reviews
“A very valuable practical guide for those who want to do social advertising campaigns – not just think and talk about them”
Alan R. Andreasen, Marketing Professor, Georgetown University
“A combination guide book, field manual, and advertising bible, “The Art of Cause Marketing” is bound to become required reading for all serious practitioners and students of cause marketing”
Milt Gossett, Retired Chairman and CEO, Saatchi and Saatchi Advertising Worldwide.
“This book is sine qua non – the best work on cause marketing and advertising I’ve read”
Robert P. Keim, President Emeritus, The Advertising Council.
“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
