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Title: The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy by Richard Earle ISBN: 0-07-138702-1 Publisher: McGraw-Hill Trade Pub. Date: 15 January, 2002 Format: Paperback Volumes: 1 List Price(USD): $19.95 |
Average Customer Rating: 5 (4 reviews)
Rating: 5
Summary: May it serve to inspire...
Comment: What a pleasure to have a whole book devoted to the most noble kind of advertising. With refreshing sincerity, Richard Earle takes us through all the facets of building a public service campaign and offers valuable advise about everything from approaching the media to judging creative.
I really appreciated Richard Earle's insistence that the strategy behind the creative message be carefully thought through and tested. He presents some eye-opening reasons why this discipline is even more important in the realm of cause-related campaigns. While most of the case studies are about large-scale campaigns, there is plenty here for people working on a smaller scale.
Of particular interest to me, were Earle's thoughts about the need to reform political advertising. After a few brave comments, he says, "but that's the subject of another book". I'll be watching for it.
Rating: 5
Summary: This is an AD-ucational book!
Comment: As a marketing professor, this is the first time I've come across a truly enlightening book on social cause marketing. I read it non-stop, page after page, devouring Mr. Earle's tons of wisdom. It gave much practical insights and I appreciate it coming from someone with lots of experience and daring to speak his mind out. The book covered a comprehensive range of topics including research. media, and the various forms of advertising. I found "Planning the Campaign" particularly instructive.
Social cause marketers must read this book. I see so many ads go to waste because of creative licence that has nothing to do with the audience's interests. How shameful! Especially so for social cause advertising that can potentially do more harm than good. It is high time that social cause marketers learn how to be more effective in their campaigns and ad agencies more responsible in their proposals.
As a researcher, I can't help but think through the various psychological theories that can be applied to explain the effectiveness and non-effectiveness of some of the campaigns. Some I can theorize why, and some I can't. It goes to show, this is really more an art than a science, and Mr Earle has helped us master the art.
Rating: 5
Summary: Highly Recommended! A well-written and valuable resource.
Comment: Mr. Earle has produced a well-written and comprehensive book that carefully and clearly explains how to develop successful public service campaigns.
As a public information official for the City of New York, I was often frustrated by the lack of information available on this subject. While I was able to glean some information from several books or internet sources, there was no definitive resource guide that offered solid counsel on how to effectively create and disseminate important messages to the public.
Mr. Earle's invaluable book is the guide I have been looking for. I was particularly enlightened by his insistence on the proper research and testing of ads, and his insightful critiques of numerous campaigns really illuminated the reasons why some ads worked well while others were either ineffective or counter-productive. These are but two examples of the many lessons I learned by reading this book, lessons that have already influenced the way I approach and execute my work.
In addition to being very informative, this book is also very inspiring. It really imparts that notion that cause marketing is a noble and important profession, one that can truly help change the world. In a way this book changed my life, because it really lit a fire under me to pursue new opportunities in this field. I'm sure that people who have the same passion for this kind of work will be similarly inspired!
Reading this book also led to an interesting experience: Not only did Mr. Earle share his wealth of knowledge and expertise with me through his book, but he was gracious enough to share it with me in person!
Several days after buying the book I contacted Mr. Earle and expressed my appreciation for his book. Not three weeks later I had the pleasure of meeting him and his colleague Barbara Fagan during his visit to New York City. Mr. Earle and Ms. Fagan gave me excellent career advice and some valuable observations regarding a public service campaign I created a couple of years ago. It was a most enjoyable and inspiring meeting!
I am also a fan of Mr. Earle's excellent website which offers additional information on cause marketing, including "picks" of the latest new cause marketing campaigns, availability and notification of seminars and lectures by Mr. Earle and his staff, latest news about social marketing activities, and links to interesting Cause sites.
Check it out!
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Title: Cause Marketing by Joe Marconi ISBN: 0793152585 Publisher: Dearborn Trade Publishing Pub. Date: 07 August, 2002 List Price(USD): $25.00 |
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Title: Cause Related Marketing by Sue Adkins ISBN: 0750644818 Publisher: Butterworth-Heinemann Pub. Date: 22 November, 1999 List Price(USD): $39.95 |
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Title: Brand Spirit: How Cause Related Marketing Builds Brands by Hamish Pringle, Marjorie Thompson ISBN: 0471499447 Publisher: John Wiley & Sons Pub. Date: 07 February, 2001 List Price(USD): $21.95 |
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Title: Hands-On Social Marketing : A Step-by-Step Guide by Nedra Kline Weinreich ISBN: 0761908676 Publisher: Sage Publications Pub. Date: 14 June, 1999 List Price(USD): $41.95 |
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Title: Making Money While Making a Difference: How to Profit with a Nonprofit Partner by Richard Steckel, Robin Simons, Jeffrey Simons, Norman Tanen ISBN: 0965374491 Publisher: High Tide Press Pub. Date: 01 August, 1999 List Price(USD): $14.95 |
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