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• catalog abstract ""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.".
• catalog contributor b12013353.
• catalog created "2000.".
• catalog date "2000".
• catalog date "2000.".
• catalog dateCopyrighted "2000.".
• catalog 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.".
• catalog description "Includes bibliographical references (p. 305) and index.".
• catalog description "Part 1 Developing a Cause Advertising Campaign -- 1. The Pitch: RFRs, RFPs, and When to "Spec" 15 -- 2. Planning Your Campaign: Creating a Cause Advertising Strategy 25 -- 3. The Addicted Target: The Toughest Challenge 49 -- 4. Execution: Creation and Presentation 57 -- 5. Television Production: Rolling! 83 -- 6. Radio and Print: Hot and Hotter! 101 -- 7. Research: The Science That's Often an Art 113 -- 8. Media: Spending Smart to Reach the People 143 -- Part 2 Cause Marketing at Work -- 9. The Partnership for a Drug-Free America: The Cause Colossus 165 -- 10. The Massachusetts Tobacco Control Program: Anatomy of a Campaign 199 -- 11. A Top Ten List: My Pick of the Best Cause Marketing Campaigns and Why They Worked 229 -- Appendix A Advertising Council Major Campaign Application 253 -- Appendix B Advertising Council Endorsed Campaigns Information and Application 263 -- Appendix C Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Two and Three 271 -- Appendix D Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Four Through Six 283 -- Appendix E The Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) 297.".
• catalog extent "xii, 322 p. :".
• catalog hasFormat "Art of cause marketing.".
• catalog identifier "0658001221".
• catalog isFormatOf "Art of cause marketing.".
• catalog issued "2000".
• catalog issued "2000.".
• catalog language "eng".
• catalog publisher "Lincolnwood, Ill. : NTC Business Books,".
• catalog relation "Art of cause marketing.".
• catalog subject "658.5 21".
• catalog subject "HF5414 .E18 2000".
• catalog subject "Social marketing.".
• catalog tableOfContents "Part 1 Developing a Cause Advertising Campaign -- 1. The Pitch: RFRs, RFPs, and When to "Spec" 15 -- 2. Planning Your Campaign: Creating a Cause Advertising Strategy 25 -- 3. The Addicted Target: The Toughest Challenge 49 -- 4. Execution: Creation and Presentation 57 -- 5. Television Production: Rolling! 83 -- 6. Radio and Print: Hot and Hotter! 101 -- 7. Research: The Science That's Often an Art 113 -- 8. Media: Spending Smart to Reach the People 143 -- Part 2 Cause Marketing at Work -- 9. The Partnership for a Drug-Free America: The Cause Colossus 165 -- 10. The Massachusetts Tobacco Control Program: Anatomy of a Campaign 199 -- 11. A Top Ten List: My Pick of the Best Cause Marketing Campaigns and Why They Worked 229 -- Appendix A Advertising Council Major Campaign Application 253 -- Appendix B Advertising Council Endorsed Campaigns Information and Application 263 -- Appendix C Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Two and Three 271 -- Appendix D Partnership for a Drug-Free America Audits & Surveys Student Survey, Grades Four Through Six 283 -- Appendix E The Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) 297.".
• catalog title "The art of cause marketing : how to use advertising to change personal behavior and public policy / Richard Earle.".
• catalog type "text".