Art of Cause Marketing
Subtitle: How to Use Advertising to Change Personal Behavior and Public Policy
Publisher: Ntc Pub Group
Published: April 1, 2000
Language: eng
Format: Hardcover
Number of pages: 320
ISBN-13: 9780658001222
Subjects: Advertising; Advertising & Promotion; Business & Economics; Social marketing; Business/Economics
Description: "Explains how to develop a successful public service campaign. ... Includes important insights into the typical targets of cause ads, the creative process, the effectiveness of different media for cause efforts, and how to research, test, and measure the success of a cause ad campaign. ... Features information on the Advertising Council and how to apply for Ad Council sponsorship, ample cases studies, and over fifty illustrations taken from actual cause advertising commercials and print ads"--Back cover.