The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy

By Richard Earle

Book Overview

"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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0658001221
• ISBN13: 9780658001222
• Release Date: April 2000
• Publisher: Ntc Pub Group
• Length: 320 Pages
• Weight: 1.50 lbs.
• Dimensions: 9.5" x 1.3" x 6.5"

Customer Reviews

May it serve to inspire...

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.

This is an AD-ucational book!

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.

Highly Recommended! A well-written and valuable resource.

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!

AN "EARLE WELL" OF CAUSE ADVERTISING (AND BADVERTISING)

Some non-fiction books are written by skillful scriveners with only a passing, or recently acquired, knowledge of the sibject matter; others by unquestionable experts whose literary skills have all the sparkle of a rural telephone directory. Seldom does one encounter an author who has been there, done that, and is able to convey the "how-to" of his topic with both clarity and a touch of pizazz. Such a book/writer combination is "The Art Of Cause Marketing" by Richard Earle, which may endure as a bible of non-commercial advertising, beginning with the genesis of core objectives through every aspect of the production, delivery and feedback processes. It has the thoroughness of a scholarly text, but is rich in anecdotes, case histories and quotations from a veritable "Who's Who" of advertising heavyweights. Much of its readability stems, no doubt, from Earle's early roots in television and theatre, prior to an impressive career as a copywriter, creative director and consultant in big-time marketing. Among the millions of words he probably assembled and/or massaged, perhaps the most memorable would be one of the phrases of which he is least proud. His "enquiring minds want to know" rocketed a tabloid magazine to the top of its tawdry heap. He is more likely to point with pride to his writing and supervision of the "Trust Tylenol" ads, which spearheaded that product's recovery and return to market domination after two nearly disastrous tampering incidents. The candor and courage exhibited by his client, Johnson & Johnson, in that crisis reflected Earle's obviously strong belief that honesty, simplicity and straight talk have a far greater impact than shallowness, however cleverly it may be presented. Before retiring to full-time involvement in cause marketing, Earle garnered two gold "Effies"," and over 50 other industry awards, including the coveted "Gold Lion" at Cannes, so he knows whereof he writes. The 322 pages of this book are replete with examples of actual cause marketing campaigns, both those that succeeded and some that missed their marks. In the latter category, he shows a refreshing willingness to reveal many of his own bad calls. Of current vintage are his detailed accounts of such ongoing campaigns as the anti-smoking drives in Massachusetts, which he serves as a principal consultant, and which have contributed to a dramatic reduction in cigarette usage throughout the Bay State and beyond. Also seasoning the book are references to and direct quotations of scores of stars in the advertising firmament, most of them stemming from a direct relationship with the author. Besides being a "must read" for the in crowd of both advertising and cauise marketing, Earle's volume contains a wealth of useful information for anyone involved in dealing with the public. This reviewer, for one (an escapee from sales management), gained an entirely new perspective