Book 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."
Customer Reviews:
May it serve to inspire..........2001-04-13
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!.......2001-04-06
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........2000-08-09
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).......2000-06-10
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."
Average customer rating:
- Many forms, some good, some bad
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Forms Used In Human Resources
LOMA
Manufacturer: CRC
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Book Description
A lot has changed since 1985, when this landmark collection of human resource forms was last published. New legislation, the ongoing modernization of company practices, and drastic changes in the workplace have led to a slew of new challenges for HR professionals. Forms Used in Human Resources tackles these challenges head on. It is fully revised with up-to-date forms for areas such as domestic partnership, the ethical use of computer software, and requests for translation services. Forms Used in Human Resources is for anyone faced with the difficult task of creating or redesigning human resources forms. It features contributions from over 55 U.S. and Canadian companies and includes 350 commonly used HR forms. It can be used as a source to create new forms or as a standard for evaluating your company's current forms with those used by others. Forms in this book have been designed to meet the needs of the companies using them. They have already been put to use by companies such as the Principal Financial Group, the Southwestern Life Corporation and Mutual of New York, so you know they work well in the workplace. And with so comprehensive a source, there is no longer any need to spend hours doing research or struggling to create a new form. Practical examples are right there at your fingertips-examples that will save you valuable time and money.
Customer Reviews:
Many forms, some good, some bad.......2000-05-02
While the forms are not designed too well, the content is very useful. For a small company, we've been able to adapt many for our own use. The book is very expensive, but worth it
Book Description
This digital document is an article from American Journal of Agricultural Economics, published by American Agricultural Economics Association on November 1, 1995. The length of the article is 5615 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
From the author: Key words: flexibility, Food Stamp Program, functional form.
Citation Details
Title: A theoretical and empirical evaluation of the functional forms used to estimate the food expenditure equation of food stamp recipients.
Author: J. William Levedahl
Publication:
American Journal of Agricultural Economics (Refereed)
Date: November 1, 1995
Publisher: American Agricultural Economics Association
Volume: v77
Issue: n4
Page: p960(9)
Distributed by Thomson Gale
Book Description
This digital document is an article from American Journal of Agricultural Economics, published by American Agricultural Economics Association on November 1, 2002. The length of the article is 2492 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.
Citation Details
Title: A theoretical and empirical evaluation of the functional forms used to estimate the food expenditure equation of food stamp recipients: reply. (Comments and Replies).
Author: J. William Levedahl
Publication:
American Journal of Agricultural Economics (Refereed)
Date: November 1, 2002
Publisher: American Agricultural Economics Association
Volume: 84
Issue: 4
Page: 1161(4)
Distributed by Thomson Gale
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The Radio Galaxy Messier 87: Proceedings of a Workshop Held at Ringberg Castle, Tegernsee, Germany, 15-19 September 1997 (Lecture Notes in Physics)
Manufacturer: Springer-Verlag Telos
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ASIN: 354066209X |
Book Description
This book gives both a comprehensive and detailed account of the current theoretical and observational investigations of the radio galaxy M87 in the Virgo cluster. A number of introductory chapters provide a general overview, which makes the book accessible also to non-specialists in the field. The remaining chapters are devoted to a detailed treatment of special topics covering all relevant aspects of the galactic structure and jet.
Average customer rating:
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ISO 14010s Environmental Auditing: Tools and Techniques for Passing or Performing Environmental Audits (Book 2) (Bk/Disk)
W. Lee Kuhre
Manufacturer: Prentice Hall
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ASIN: 0133802051 |
Book Description
Perfect for sports fans young and old, here is a terrific, oversize book featuring the 50 greatest sports upsets of all timeincluding an action-packed DVD of amazing clips that can be enjoyed again and again. Everyone loves an underdog, and in this wonderful collection packed with photos, the most astounding triumphs and comebacks in sports history are presented in one stunning volume. Featuring the remarkable teams, Olympians, and other athletes who werent given a chance at victory, DARK HORSES AND UNDERDOGS is about how they overcame impossible odds and triumphed in the face of extraordinary adversity. The accompanying DVD documentarynarrated by award-winning sportscaster Jim Lampley of HBO and NBC Sportsincludes newsreels, interviews, and game footage as a perfect complement to all the action featured in the book. Some of the classic matches and events included are Seabiscuits triumphant Horse of the Year season in 1938; the 1969 Miracle New York Mets; Joe Namath and the New York Jets historic victory in Super Bowl III; the 1980 USA Olympic Hockey Teams win over the Soviet Union, and many, many more.
Customer Reviews:
You Gotta Love These Stories.......2006-03-06
Sports-a superb book that will capture the heart of everyone who loves the underdog and the dark horse
This beautifully illustrated and oversized book depicts the 50 greatest sports upsets of all time (and includes a DVD documentary narrated by award-winning sportscaster Jim Lampley). These tales are the stuff of sports legend. This inspiring book is a celebration of the indomitable human (and on occasion animal) spirit manifested in the drama of sports competition.
I especially love the quote from Cassius Clay (who later took the name Muhammad Ali): `It's the repetition of affirmations that leads to belief. And once that belief becomes deep conviction, things begin to happen.' He used to shout, `I'm the greatest! I'm the king!' As everyone knows, that's just what happened.
You will love this book for its splendid stories told so well, wonderful insights into the events, and the exceptionally fine accompanying photographs.
"A Good Friend".......2005-11-28
This book was a great read obviously best sports moment book ever. DVD included with best moments. Worth the money.
Smashing!.......2005-11-23
One fantastic sports book, one smashing sports show on the DVD. This is GREAT!
As usual, for the horses...but the rest is great too........2005-11-17
With Funny Cide and Seabiscuit in it...you think I would miss this? The whole book is terrific, especially as a gift for the guy you can never get off the couch in front of the TV, yelling his head off for whatever: baseball teams, football teams, boxers, the Olympics, horseraces, Wimbledon. Plus there's a bonus. A DVD. How could you go wrong?
FABULOUS SPORTS BOOK.......2005-10-29
There are 50 chapters, each about underdogs and how they triumphed. The chapters are in "ranking order," meaning the author assigned ranks to each based on a poll of sportswriters. I thought this was an interesting approach. The stories are very well written and are accompanied by fabulous photos, some of the best I've seen. I especially like the DVD. Jim Lampley is the show host and he offers a lot of insight into the games, since he was at many of them, as he relates in the program. It is a very long and huge book that will take lots of time to read. Browsing, though is fun too, since there's a variety of side information that supplements the text. I liked the whole concept a lot and plan to give the book as Christmas gifts, which should be well received, since it's not just a good book, the DVD is really wonderful, very inspirational.
Amazon.com
What can we say? This weighty tome is the essential reference for all who work with words--writers, editors, proofreaders, indexers, copywriters, designers, publishers, and students. Discover who Ibid is, how to deftly avoid the split infinitive, and how to format your manuscripts to impress any professor or editor (no, putting it in a blue plastic folder is just not enough).
Book Description
The 14th edition of The Chicago Manual of Style has now been superseded by the 15th edition. See below for a link to the new edition. The ISBN of the new 15th edition is 0-226-10403-6.
Customer Reviews:
Complicated.......2007-09-26
What can you say about the Chicago Manual of Style? It's supposedly beyond reproach, although I find it incredibly frustrating. I often have a very particular punctuation or grammar question, and I spend hours looking through references and cross-references without ever finding exactly the information I want. I think I'd recommend taking a Chicago Manual of Style course before using the Chicago Manual of Style. I'm thinking of getting the Oxford Guide to Style. I hear it's much more straightforward. Besides, who wants to know that much about book-binding?The Oxford Style Manual
Prescriptionist McKinnon is off base.......2004-04-08
Arlo McKinnon writes, "Many of the 'rules' expounded in the Chicago Manual of Style are in direct contradiction to accepted convention; to name just two examples, the placement of a serial comma before the 'and' and the addition of an 's' following the apostrophe in a possessive already ending in "s.'"
McKinnon's ignorance regarding the serial comma rule certainly calls into question his authority as an editor. The only place I've seen this so-called convention of omitting the comma is in the AP Manual--not an authority to be relying for serious editorial work, I think. Besides, how well would McKinnon's blind obedience to this so-called convention apply in the possibly apocryphal book dedication, "I'd like to thank my parents, Ayn Rand and God"? Aren't editors supposed to improve the flow and logic of writing, not force it into some straitjacket of rigid rules that only exist inside the editor's head?
People seeking editorial advice would be better off with the Chicago Manual than they would be with a hyperbolic prescriptionist like McKinnon. My office has both the 14th AND 15th editions on the shelf, and they get used--usefully--every single week.
A Cancer upon American Letters.......2003-11-16
Knowing that I go against the current strain of popular thought, I am writing to urge people not to buy this error-laden work of fools. The Chicago Manual of Style has done more to devalue American writing than anything other than the educational cutbacks initiated in the early 80's by the Reagan administration. Many of the "rules" expounded in the Chicago Manual of Style are in direct contradiction to accepted convention; to name just two examples, the placement of a serial comma before the "and" and the addition of an "s" following the apostrophe in a possessive already ending in "s."
I have served as an editor to writers in such diverse venues as concert program notes, grant proposals, fiction and books on history. Invariably, those who rely upon the Chicago Manual of Style (CMS) are the ones whose work requires the most revision. There is a lugubrious clumsiness to writing infected with CMSisms. It should be a cause for concern to anyone who cares about American prose of any kind that such a muddle-headed embarrassment is becoming the law of our letters.
There are numerous excellent guides available for reference. Traditionally, I have recommended Turabian. However, I am dismayed to note that the editor of the most recent edition of that book has chosen to "conform" it to the Chicago Manual of Style, the exact opposite of what should be done. So get an earlier edition of Turabian, or use Strunk. Best of all, read a lot of great prose and model your own prose on what you encounter therein.
I feel obliged to state that I am not opposed to evolution in language. English is among the most vital and vibrant of languages, and thus most subject to change. What I oppose is change that diminishes rather than enhances. The Chicago Manual of Style diminishes English. It deprives English of its elegance, concision and effectiveness. Please do not waste your money on this travesty.
Putting the Exceptions Where they Belong.......2003-04-10
As a freelance editor and typesetter, I find myself using CHICAGO nearly every day. At first, I thought it was unnecessarily thick and dense, but as I compared it to other style manuals, I found CHICAGO to be more comprehensive, thorough, and well-organized than others.
As with any reference of this type, it will take the reader a little time to become accustomed to the order. A first-time user will swear at it, but after repeated use, the user becomes more familiar with the how and why of this work.
Things that at first I found frustrating I now realize could NOT have been handled in a better or more efficient way. There is often no obvious place to put exceptions or obscure rules, and the editors pick a likely location. For example, suppose that while editing, I encounter a situation which doesn't quite fit a standard rule. At first, I think that this exception obviously belongs in Location A in CHICAGO, and wonder why the editors did not put it there. However, a month later, I may encounter a similar exception, but believe now that it obviously belongs in Location B in CHICAGO, and wonder why the editors did not put it there. Later, I realize that I have now thought that the same exception belonged in two different locations -- obviously, the editors can't just keep putting the same exceptions in every possible tangential location. As I gained familiarity with the book, I came to understand why certain exceptions or certain obscure rules were placed where they were -- and I came to agree that they were generally placed in the best location.
That said, there are still a few things I haven't found, but those generally involve simultaneous applications of multiple rules. Each rule is covered, but sometimes, it is unclear how multiple rules intersect.
I am entirely unwilling to trade it my CHICAGO for AP, MLA, Turabian, Strunk & White, or any other style manual.
Needs revision.......2003-03-04
This work has such a reputation, and so much praise has been (rightly) given to it in the reviews, that it certainly does not need an endorsement; what could I say that hasn't been said?
That having been said, the Chicago Manual of Style is in need of a revision. Specifically, it does not cover issues that arise when self-typesetting books or journal articles, a common practice among mathematicians and scientists in the age of LaTeX.
Average customer rating:
- Just one more minute mom
- A wonderful read
- WOW! Wonderful!
- This book was one of the most exciting books I've read.
- Kris
|
CODE NAME KRIS
Matas
Manufacturer: Atheneum
ProductGroup: Book
Binding: Hardcover
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ASIN: 068419208X |
Customer Reviews:
Just one more minute mom.......2005-03-12
"Code Name Kris," is about Jesper a 17-year-old boy that lived in Copenheahon, Denmark. Hi lived under German rule during WW2. He and the "resistance" (a group trying to over take the Germans) were working hard to get rid of the Germans. Carol Matas made the book like you were in the story yourself. This is a great-told tale that shows you how the Germans were taking all of the Jews out of Denmark. This is a very interesting book about World War2 that I highly suggest other readers to read.
A wonderful read.......2000-04-13
Even though I rarely read historical fiction I have found that the novel: Code Name: Kris, is an amazing peice of work that I would most definently suggest to both friends and family.
WOW! Wonderful!.......2000-04-06
I loved this book. I first read it in 6th grade, and I have read it in 7th, 8th, and 9th. It is wounderful, and shows history, and a valuable point of view that will get you thinking. Worth checking out!
This book was one of the most exciting books I've read........1999-05-18
"Code Name Kris." This was an Excellent book!. It tells the life of a Danish resistance fighter, Jesper, and what he has to do during World War II. The line that told me this was a good book was in the first paragraph. "The Nazis are getting more desperate, as they get more desperate they get meaner." In the book, the main character, Jesper, must choose between many choices all at one time. He tells it first person, trapped in a jail cell in Holland. This wonderful book broke my heart and made me happy many times over. If this book sounds interesting, read "Lisa's War." It tells the lead up story to "Code Name Kris."
Kris.......1999-02-23
This was one of my favorite books and I think that it was really well written. It was interesting how it took place in World War II. It makes you turn the pages all the time and doesn't seem to get boring.
Average customer rating:
|
Code Name Kris
Carol Matas
Manufacturer: Scribners
ProductGroup: Book
Binding: Hardcover
Matas, Carol
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ASIN: B000NPDCXY |
Books:
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- The Divided Welfare State: The Battle over Public and Private Social Benefits in the United States
- The Economic Effects of Constitutions (Munich Lectures)
- The Essential Buffett: Timeless Principles for the New Economy
- The Global Transformations Reader: An Introduction to the Globalization Debate
- The Hidden Cost of Being African American: How Wealth Perpetuates Inequality
- The Invisible Heart: An Economic Romance
- The Manager's Pocket Guide to Emotional Intelligence (The Manager's Pocket Guides)
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