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Planning, implementing, and evaluating targeted communication programs : a manual for business communicators

Author: Gary W Selnow; William D Crano
Publisher: New York : Quorum Books, 1987.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: Gary W Selnow; William D Crano
ISBN: 0899302084 9780899302089
OCLC Number: 15016560
Description: vi, 291 pages : illustrations ; 24 cm
Contents: The Targeted Communication Approach Introduction: An Overview of Targeted Communication Fundamentals of Persuasion Media Usage in Targeted Communication Interpersonal Communication: One-to-One Designs Program Planning Feedback Gathering Techniques Strategy and Design of Targeted Programs Discussions from the Field Assessing the Mind of the Public by Erwin P. Bettinghaus Communication and the Line Manager by Hal Lacy The Media Speak: Radio Advertising by Bud Heck; Television Advertising by Richard A. O'Donnell; Magazine Advertising by Marvin M. Gropp; Newspaper Advertising by F. Stephen Harper Bibliography Index
Responsibility: Gary W. Selnow and William D. Crano.

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"The authors effectively guide the business communicator toward comprehending the pristine importance of audience feedback data (gathered through research) as the nucleus of communication programs. Read more...

 
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