Campaign Strategies And Message Design
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Presents the planning and execution of a public communication campaign from start to finish. Booknews A text on the conceptualization and execution of a campaign, focusing on a very methodical and organized design. Moffitt (communication, Illinois State U.) argues that the creation and planning of campaigns constitute a profession and shows the skills that the profession requires such as a knowledge of communication theory and a framework of ethics. She also covers the basics of quantitative and qualitative research methods and conducting formative research on targeted populations. Her goal throughout is to show that the campaign strategist cannot conceptualize and execute a campaign without a rigorous and thorough systematic organization based on the sequence of steps that she presents. Annotation c. by Book News, Inc., Portland, Or.
Preface1The Campaign Professional12Research Strategies313Basic Strategies834Message Strategies1395Communication Selection Strategies173References201Index205
