AuthorPfau, Michael
TitlePersuasive communication campaigns / Michael Pfau, Roxanne Parrott
Imprint Boston : Allyn and Bacon, 1993
Descript xiii, 434 p. : ill. ; 25 cm


Nature and history of campaigns: Nature of persuasive communication campaigns -- History of persuasive campaigns -- Theorical approaches to influence: Focus on receivers -- Active approaches to receivers -- Passive approaches to receivers -- Essential tools of campaigns: Managing campaigns -- Measurement and research design in persuasive campaigns -- Campaign communication: The symbolic nature of communciation -- Free communication modalities -- Paid communication modality -- Using the mass media -- Case studies: Commercial campaigns: Toyota's product promotion and antiprotectionism campaigns -- Political campaigns -- Social action campaigns

Advocacy advertising Advertising campaigns Electioneering Campaign speeches Communication Persuasion (Psychology)

Central Library : Stack (Contact Staff)302.2 P523PCHECK SHELVES
Communication Arts Library302.2 P523P 1993CHECK SHELVES