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

1. Advocacy advertising
2. Advertising campaigns
3. Electioneering
4. Campaign speeches
5. Communication
6. Persuasion (Psychology)