Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy [ILLUSTRATED] (Hardcover)

by Richard Earle (Author)

Editorial Reviews

Product Description
"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 how even the advertising industry can have a conscience should it choose to realize the good it can do with its immense power." - Michael Moore, author of Stupid White Men … and Other Sorry Excuses for the State of Nation! and film producer of Roger & Me

This book examines how to effectively strategize and develop a public-service advertising campaign that seeks to change strongly ingrained behavior or firmly held beliefs. The Art of Cause Marketing presents several case studies and 75 storyboards from actual cause advertising and print ads. Examples of cause marketing include memorable ads such as "This is your brain on drugs" and "A mind is a terrible thing to waste." --This text refers to the Paperback edition.

From the Author
The Paperback edition of The Art of Cause Marketing has been extensively revised. Case studies have been brought up to date, including a number of new storyboards and descriptions of current social marketing campaigns.

There is a new preface highlighting recent developments in such areas as branding as a social marketing technique, use of the internet in social marketing, cause-related marketing, and the impact of the events of 9/11 on the future of cause marketing. --This text refers to the Paperback edition.

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Product Details

• Hardcover: 320 pages
• Publisher: Ntc Pub Group; illustrated edition edition (April 1, 2000)
• Language: English
• ISBN-10: 0658001221
• ISBN-13: 978-0658001222
• Product Dimensions: 9.5 x 6.5 x 1.2 inches
• Shipping Weight: 1.4 pounds
• Average Customer Review: 5.0 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #1,948,550 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

19 of 19 people found the following review helpful:

5.0 out of 5 stars Highly Recommended! A well-written and valuable resource., August 8, 2000

By	Bruce Brodoff (New York, NY) - See all my reviews

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!

11 of 11 people found the following review helpful:

5.0 out of 5 stars AN "EARLE WELL" OF CAUSE ADVERTISING (AND BADVERTISING), June 9, 2000

By	J. Klock (Key Largo, FL) - See all my reviews (REAL NAME)

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 on both marketing and causes, seeing some things for the very first time and others for the first time without the filtering effect of smoke and mirrors.

Other readers, particularly those involved in the flawed campaigns cited, might find it rough going at times, since Richard Earle pulls no punches regarding the agonies of defeat as well as the thrills of victory.

It might well have been titled "How To Influence People Without Necessarily Winning Friends."

6 of 6 people found the following review helpful:

5.0 out of 5 stars This is an AD-ucational book!, April 6, 2001

By	SweeHoon Ang (Singapore Singapore) - See all my reviews

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.