Television advertising > The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy by Richard Earle, ISBN 0071387021

The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy by Richard Earle, ISBN 0071387021

$13.03

Experts agree: "The Art of Cause Marketing is an instant classic!

"A very valuable practical guide for those who want to do social advertising campaigns--not just think and talk about them."
--Alan R. Andreasen, Marketing Professor, Georgetown University

"A combination guide book, field manual, and advertising bible, "The Art of Cause Marketing is bound to become required reading for all serious practitioners and students of cause marketing."
--Milt Gossett, Retired Chairman and CEO, Saatchi and Saatchi Advertising Worldwide

"This book is "sine qua non--the best work on cause marketing and advertising I've read."
--Robert P. Keim, President Emeritus, The Advertising Council

"A mind is a terrible thing to waste." "This is your brain on drugs." Unlike their for-profit counterparts, these unforgettable advertising slogans advocate change in behavior or beliefs rather than hawk the latest in fashion or the best detergent. Efforts to enlighten the public--at both the national and local levels--about the dangers of drug use, child abuse, domestic violence, gambling, alcoholism, and smoking now account for billions of dollars in advertising revenue every year. Consequently, advertising professionals, social marketers, and advocacy groups alike need to know how to reach the targets of cause advertisements more effectively. Author Richard Earle shows them how.

"The Art of Cause Marketing explains how to strategize effectively and to develop a successful public service advertising campaign--the key component in an overall cause or advocacy marketing effort. The book includes detailed information on the typical targets of cause ads, advertising creative, the effectiveness ofdifferent media for cause efforts, research, testing and measuring effectiveness, and more. Ample case studies and storyboards illustrate cause marketing in action.

The Fall of Advertising & the Rise of PR by Al Ries, ISBN 0060081988

Two marketing gurus reveal a new development in marketing: today's brands are built with publicity, not advertising. This book shows why advertising fails to establish credibility while good PR succeeds, and why advertising should only be used to maintain brands once they have been established--by publicity. Illustrations. The Fall of Advertising & the Rise of PR by Al Ries, ISBN 0060081988
Television advertising > The Fall of Advertising & the Rise of PR by Al Ries, ISBN 0060081988

The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy by Richard Earle, ISBN 0071387021

Experts agree: "The Art of Cause Marketing is an instant classic!

"A very valuable practical guide for those who want to do social advertising campaigns--not just think and talk about them."
--Alan R. Andreasen, Marketing Professor, Georgetown University

"This book is "sine qua non--the best work on cause marketing and advertising I've read."
--Robert P. Keim, President Emeritus, The Advertising Council

The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy by Richard Earle, ISBN 0071387021

Television advertising > The Art of Cause Marketing: How to Use Advertising to Change Personal Behavior and Public Policy by Richard Earle, ISBN 0071387021

Visual Persuasion: The Role of Images in Advertising by Paul Messaris, ISBN 0803972466

The pictures in television commercials, magazine advertisements and other forms of advertising often convey meanings that cannot be expressed as well, or at all, through words or music. Visual Persuasion is an exploration of the uniquely visual aspects of advertising. Because of the implicit nature of visual argumentation and the relative lack of social accountability which images enjoy in comparison with words, pictures can be used to make advertising claims that would be unacceptable if spelled out verbally. From this starting point, Paul Messaris analyzes a variety of commercial, political and social issue advertisements. He also discusses the role of images in cross-cultural advertising. Visual Persuasion: The Role of Images in Advertising by Paul Messaris, ISBN 0803972466
Television advertising > Visual Persuasion: The Role of Images in Advertising by Paul Messaris, ISBN 0803972466

Pick Me: Breaking Into Advertising and Staying There

Chief Creative Officers of Ogilvy & Mather help you navigate the exciting, crazy, and treacherous world of advertising
Making it in advertising is tough. Even with a degree and a terrific portfolio, it's hard to get a job. In Pick Me!, Nancy Vonk and Janet Kestin offer a primer for students and junior ad professionals who want to make their mark in advertising. The creators of "Ask Jancy," a popular online forum on one of the world's leading advertising Web sites, answer questions asked by up-and-comers in their trademark straight-talking style. Pick Me! covers everything from choosing the right school to creating a winning portfolio to getting the interview, landing the job, weathering office politics, and starting a successful career. The book also includes career advice from 14 ad industry superstars, including how they got their first jobs, what they look for in a junior ad exec, and what they know now that they wish they'd known then. Pick Me: Breaking Into Advertising and Staying There
Television advertising > Pick Me: Breaking Into Advertising and Staying There

Television, Cult, and the Fantastic

For more than forty years, science fiction, fantasy and horror have been captivating television audiences around the world. The imaginary worlds of Star Trek, The X-Files, Xena: Warrior Princess, and Buffy the Vampire Slayer have become resources for lucrative multimedia franchises, their fiction extending beyond television into films, novels, video games and a wide range of other merchandise. Cult television series, once associated with small and marginalized groups of avid viewers, have stormed the mainstream. Television, Cult and the Fantastic considers the commercial success of cult television series in relation to other multimedia cultural phenomena such as Star Wars, The Lord of the Rings, and Harry Potter. The book examines their genres, themes, textual and marketing strategies, relating these to wider debates about audiences and consumers, the culture industry, technologies and storytelling. Television, Cult, and the Fantastic
Television advertising > Television, Cult, and the Fantastic

Advertising and Popular Culture by Jib Fowles, ISBN 0803954832

Advertising has permeated our popular culture as much as any other aspect of the media. This comprehensive text provides a balanced analysis of advertising - as a business practice and as a creator of symbolic environments. The critique reflects current theories on advertising by illustrating how it both draws from and contributes to popular culture, and uses specific excerpts from advertising campaigns to illustrate this point. The book traces the role of advertising in our culture from its evolution as part of the culture of mass consumption in the late 19th century, the development of advertising agencies and the creation of a consumer culture to an exploration of the major themes of American advertising. Advertising and Popular Culture by Jib Fowles, ISBN 0803954832
Television advertising > Advertising and Popular Culture by Jib Fowles, ISBN 0803954832

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