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The Art Of Cause Marketing
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The Art Of Cause Marketing
By
Richard Earle
The Art of Cause Marketing explores how to effectively strategize and develop a successful public service advertising campaign, the key component in an overall cause -- or advocacy -- marketing effort. Unlike commercial advertising, which seeks to simply change purchasing patterns, cause advertising seeks to change strongly ingrained behavior or firmly held beliefs. Consequently, a cause "message" must be executed in a very specific way in an advertisement in order for it to be effective. Examples of cause advertising in action include recent state and national anti-smoking efforts and many memorable ads supported by the Ad Council and the Partnership for a Drug-Free America: "This is your brain on drugs." "A mind is a terrible thing to waste." "Keep America Beautiful," "Take a Bite Out of Crime," and more. The Art of Cause includes ample case studies and 75 illustrations (storyboards) from actual cause advertising commercials and print ads. The book is focused closely upon the advertising portion of an overall cause marketing effort, as it is the original ad campaign that typically drives an entire public service marketing campaign. Promotion, public relations, fundraising, sales, and direct response are acknowledged as important parts of an overall cause marketing effort, but are not explored here in depth.
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