For those interested in the power of persuasive communication, Richard Earle displays the powers of advertising in a new light, one that entails promoting the public good. The work is simple and easy to read and articulates a career’s worth of experience in social marketing campaign development and execution. Anyone involved in Social Marketing could find something of value in this book: audience analysis, development, production, and evaluation are all covered and more in a concise manner. All of the material is presented in a practical case study method.
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