Description

Book Synopsis


Moffitt provides the strategies, decision-making approaches, and the message composition techniques needed to conduct successful public communication campaigns. The book is a practical guide to the step-by-step process of conceptualizing, planning, and executing a public relations, marketing/advertising, political, or social issue campaign.

How do professionals plan and execute a public communications campaign? Moffitt provides a detailed step-by-step examination of the conceptualizing, planning, and execution of a public relations, marketing/advertising, political, or social issue campaign. She provides basic theories, concepts, and issues to understand before one can even begin to conduct a campaign, and she examines the research tools and skills needed to investigate the organization, the industry, and the targeted audiences for a campaign. Basic strategies for setting a campaign's goals and objectives are analyzed as are message strategies which determine corre

Table of Contents
The Campaign Professional Research Strategies Basic Strategies Message Strategies Communication Selection Strategies References Index References

Campaign Strategies and Message Design A

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    A Paperback / softback by Mary Moffitt

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      Book details

      Publisher Bloomsbury Publishing Plc
      Published 30 January 1999
      ISBN-13 9780275964702
      978-0275964702
      ISBN-10 0275964701
      Also in:
      Communication studies

      Description

      Book Synopsis


      Moffitt provides the strategies, decision-making approaches, and the message composition techniques needed to conduct successful public communication campaigns. The book is a practical guide to the step-by-step process of conceptualizing, planning, and executing a public relations, marketing/advertising, political, or social issue campaign.

      How do professionals plan and execute a public communications campaign? Moffitt provides a detailed step-by-step examination of the conceptualizing, planning, and execution of a public relations, marketing/advertising, political, or social issue campaign. She provides basic theories, concepts, and issues to understand before one can even begin to conduct a campaign, and she examines the research tools and skills needed to investigate the organization, the industry, and the targeted audiences for a campaign. Basic strategies for setting a campaign's goals and objectives are analyzed as are message strategies which determine corre

      Table of Contents
      The Campaign Professional Research Strategies Basic Strategies Message Strategies Communication Selection Strategies References Index References

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