Persuasive communication campaigns
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Abstract
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.