Campaign Strategies and Message Design A Practitioner's Guide from Start to Finish

Name: Campaign Strategies and Message Design A Practitioner's Guide from Start to Finish
Price: 5.5 USD
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ISBN: 9780275964702

ISBN-10: 0275964701

ISBN-13: 9780275964702

Edition: 1999

Authors: Mary Moffitt

List price: $45.00

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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, or the targeted audiences for a campaign. Basic strategies for setting a campaign's goals and objectives are analyzed as are message strategies to determine the correct wording and visualization factors. Lastly, Moffitt examines…

Book details

List price: $45.00
Copyright year: 1999
Publisher: ABC-CLIO, LLC
Publication date: 1/30/1999
Binding: Paperback
Pages: 224
Size: 6.13" wide x 9.25" long x 1.00" tall
Weight: 0.792
Language: English



Preface



The Campaign Professional


Campaign as Guiding Metaphor


Elements of a Campaign's Structure


Foundations of the Campaign


Issues of Encroachment and Integrated Marketing


A Brief Word About Theory


In Summary


Important Things to Remember



Research Strategies



Research Planning


Sampling


The Research Process


Data Analysis and Statistics


In Summary


Important Things to Remember



Basic Strategies


Some Definitions


The Bottom Lines


The Goal: How to Create It and How to Write It


The Objective: How to Create It and How to Write It


In Summary


Important Things to Remember



Message Strategies


Words as Message Components


Visualization Factors as Message Components


Strategies for Choosing Message Components


In Summary


Important Things to Remember



Communication Selection Strategies


Definitions Initiate Conceptualization of Strategies


Strategies for Choosing Communication Selections


How Long Is the Campaign?


In Summary


Important Things to Remember


References


Index