# The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy

- Link: https://fundraising.co.uk/books/art-cause-marketing-use-advertising-change-personal-behavior-public-policy/
- Published: 2008-01-18T21:46:00+00:00
- Author: Howard Lake

‘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_