| 000 | 02521 a2200457 4500 | ||
|---|---|---|---|
| 020 | _a0071387021 | ||
| 020 | _a9780071387026 | ||
| 082 | 0 | 4 | _a659 |
| 090 |
_c508 _d508 |
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| 100 | 1 | _aEarle, Richard. | |
| 245 | 1 | 4 |
_aThe art of cause marketing : _bhow to use advertising to change personal behavior and public policy / _cRichard Earle. |
| 250 | _a1st ed. | ||
| 260 |
_a[S.l.] : _bMcGraw-Hill, _c2002. |
||
| 300 |
_a320 p. ; _c23 cm. |
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| 500 | _aPaperback. | ||
| 520 | _a"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. | ||
| 650 | _aBusiness/Economics | ||
| 650 | _aSales & Marketing | ||
| 650 | _aAdvertising | ||
| 650 | _aBusiness / Economics / Finance | ||
| 650 | _aBusiness & Economics | ||
| 650 | _aAdvertising & Promotion | ||
| 650 | _aBUSINESS & ECONOMICS / Management | ||
| 650 | _aBusiness & Economics / Advertising & Promotion | ||
| 650 | _aBusiness & Economics / Marketing / Direct | ||
| 650 | _aBusiness & Economics / Marketing / General | ||
| 650 | _aBusiness & Economics / Marketing / Multilevel | ||
| 650 | _aBusiness & Economics / Marketing / Research | ||
| 650 | _aMarketing - Research | ||
| 650 | _aPsychology / Social Psychology | ||
| 650 | _aPublic Policy - General | ||
| 650 | _aSocial Science / Sociology / General | ||
| 650 | _aAdvertising campaigns | ||
| 650 | _aAdvertising, Public service | ||
| 650 | _aAdvocacy advertising | ||
| 650 | _aPlanning | ||
| 650 | _aPsychological aspects | ||
| 856 |
_3Amazon.com _uhttp://www.amazon.com/exec/obidos/ASIN/0071387021/chopaconline-2 |
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| 856 |
_3Amazon customer reviews _uhttp://www.chopac.org/cgi-bin/tools/azrev.pl?q=007138702 |
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| 942 |
_aNBS _cBK _k658.5 EAR |
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| 999 |
_c343067 _d343067 |
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