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

ISBN-10: 0275964701

ISBN-13: 9780275964702

Edition: 1999

Authors: Mary Anne Moffitt

List price: $36.95
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Description:

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 communication selection strategies for choosing the appropriate personal and media channels for delivering the messages. Since the public campaign has emerged as a key model of organizational communication, professionals as well as students in advertising, marketing, and management will find the business end of the topic useful. Individuals involved with public relations, speech communication, broadcast and print media will benefit from the communication aspects.
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Book details

List price: $36.95
Copyright year: 1999
Publisher: ABC-CLIO, LLC
Publication date: 1/30/1999
Binding: Paperback
Pages: 224
Size: 6.25" wide x 9.50" long x 0.75" tall
Weight: 1.012
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