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The art of cause marketing : how to use advertising to change personal behavior and public policy / Richard Earle.

By: Material type: TextTextPublisher: Lincolnwood, Ill. : NTC Business Books, 2000Description: xii, 322 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0658001221
  • 9780658001222
Other title:
  • Art of cause marketing : How to use advertising to change personal behaviour and public policy
Subject(s): DDC classification:
  • 658.5
LOC classification:
  • HF5414. E18 2000
Contents:
Preface to the Paperback Edition -- Acknowledgments -- Introduction -- Pt. 1. Developing a Cause Advertising Campaign -- 1. The Pitch -- 2. Planning Your Campaign -- 3. The Addicted Target -- 4. Execution -- 5. Television Production -- 6. Radio and Print -- 7. Research -- 8. Media -- Pt. 2. Cause Marketing at Work -- 9. The Partnership for a Drug-Free America -- 10. The Massachusetts Tobacco Control Program -- 11. A Top Ten List -- 12. Some Conclusions -- App. A. Advertising Council Major Campaign Application -- App. B. Advertising Council Endorsed Campaigns Information and Application -- App. C. Partnership for a Drug-Free America Audits & Surveys: Student Survey, Grades Two and Three -- App. D. Partnership for a Drug-Free America Audits & Surveys: Student Survey, Grades Four Through Six -- App. E. The Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) -- Bibliography -- Index.
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Includes bibliographical references (page 305) and index.

Preface to the Paperback Edition -- Acknowledgments -- Introduction -- Pt. 1. Developing a Cause Advertising Campaign -- 1. The Pitch -- 2. Planning Your Campaign -- 3. The Addicted Target -- 4. Execution -- 5. Television Production -- 6. Radio and Print -- 7. Research -- 8. Media -- Pt. 2. Cause Marketing at Work -- 9. The Partnership for a Drug-Free America -- 10. The Massachusetts Tobacco Control Program -- 11. A Top Ten List -- 12. Some Conclusions -- App. A. Advertising Council Major Campaign Application -- App. B. Advertising Council Endorsed Campaigns Information and Application -- App. C. Partnership for a Drug-Free America Audits & Surveys: Student Survey, Grades Two and Three -- App. D. Partnership for a Drug-Free America Audits & Surveys: Student Survey, Grades Four Through Six -- App. E. The Partnership for a Drug-Free America 1993 New York City Grade School Study (Summary) -- Bibliography -- Index.

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