The Art of Cause Marketing

Download or read book The Art of Cause Marketing written by Richard Earle and published by McGraw Hill Professional. This book was released on 2002 with total page 342 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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."