Marketing & Integrated Marketing Communications (IMC)   Tags: advertisements, advertising, integrated_marketing_communications, market_research  

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Goodvertising:  Creative Advertising that Cares
Thomas Kostler
Call Number: AUD FOLIO HF5823 .K65 2012x

Summary: Can advertising be a force for good? How can a brand use advertising toearn the trust of an audience? Demonstrating a brand's corporate conscience or making audiences aware of its charitable or philanthropic activities is one of the great creative challenges an advertising agency can be given. Here is a collection of outstanding and effective campaigns that communicatethe socially responsible nature of leading brands, products, and public organizations today. Deftly organized into ten chapters-Transparency, Connection, Simplicity, Collaboration, Passion, Creativity, Contagiousness, Generosity, Insight, and Full Commitment-it both inspires through greatwork and explains the principles involved. Over ninety campaigns in a full array of media channels are featured,and each is accompanied by a detailed commentary on the work. Including interviews and insights from leading advertising strategists, the book providesa comprehensive overview for professional advertising creatives, brand strategists, or anyone who works with a brand that values truth, trust, and responsibility.