TY  - GEN
AU  - Earle,Richard
TI  - The art of cause marketing: how to use advertising to change personal behavior and public policy 
SN  - 0071387021
U1  - 659 
PY  - 2002///
CY  - [S.l.]
PB  - McGraw-Hill
KW  - Business/Economics
KW  - Sales & Marketing
KW  - Advertising
KW  - Business / Economics / Finance
KW  - Business & Economics
KW  - Advertising & Promotion
KW  - BUSINESS & ECONOMICS / Management
KW  - Business & Economics / Advertising & Promotion
KW  - Business & Economics / Marketing / Direct
KW  - Business & Economics / Marketing / General
KW  - Business & Economics / Marketing / Multilevel
KW  - Business & Economics / Marketing / Research
KW  - Marketing - Research
KW  - Psychology / Social Psychology
KW  - Public Policy - General
KW  - Social Science / Sociology / General
KW  - Advertising campaigns
KW  - Advertising, Public service
KW  - Advocacy advertising
KW  - Planning
KW  - Psychological aspects
N1  - Paperback
N2  - "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 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
UR  - http://www.amazon.com/exec/obidos/ASIN/0071387021/chopaconline-2
UR  - http://www.chopac.org/cgi-bin/tools/azrev.pl?q=007138702
ER  -