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Persuasive communication campaigns

Author: Michael Pfau; Roxanne Parrott
Publisher: Needham Heights, Mass. : Allyn and Bacon, ©1993.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: Michael Pfau; Roxanne Parrott
ISBN: 0205139779 9780205139774
OCLC Number: 49825772
Description: xiii, 434 pages : illustrations ; 23 cm
Contents: Preface. I. NATURE AND HISTORY OF CAMPAIGNS. 1. Nature of Persuasive Communication Campaigns. 2. History of Persuasive Campaigns. II. THEORETICAL APPROACHES TO INFLUENCE. 3. Focus on Receivers. 4. Active Approaches to Receivers. 5. Passive Approaches to Receivers. III. ESSENTIAL TOOLS OF CAMPAIGNS. 6. Managing Campaigns. 7. Measurement and Research Design in Campaigns. IV. CAMPAIGN COMMUNICATION. 8. The Symbolic Nature of Communication. 9. Free Communication Modalities. 10. Paid Communication Modality. 11. Using the Mass Media. V. CASE STUDIES. 12. Commercial Campaigns. 13. Political Campaigns. 14. Social Action Campaigns. References. Index.
Responsibility: Michael Pfau, Roxanne Parrott.

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