Second editon of this international bestseller. Unique in that it deals with both communication theory as well as its practical application in planned communication.
Second editon of this international bestseller. Unique in that it deals with both communication theory as well as its practical application in planned communication.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Introduction PART ONE: THE BASICS Conceptual Tools The Nature of Communication Planning Not All Problems Are Communication Problems Categorization of Basic Strategies PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING Multi-Step Flow Approaches (1): The Two-Step Model Multi-Step Flow Approaches (2): Diffusion of Innovations Theory A Network Approach Systems Theory Perspectives Social Marketing Perspectives Communication Campaigns: A Meeting Place for Different Approaches PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES The Sender/Communicator The Message The Medium The Audience Effects
Introduction PART ONE: THE BASICS Conceptual Tools The Nature of Communication Planning Not All Problems Are Communication Problems Categorization of Basic Strategies PART TWO: THEORETICAL APPROACHES TO COMMUNICATION PLANNING Multi-Step Flow Approaches (1): The Two-Step Model Multi-Step Flow Approaches (2): Diffusion of Innovations Theory A Network Approach Systems Theory Perspectives Social Marketing Perspectives Communication Campaigns: A Meeting Place for Different Approaches PART THREE: THE ELEMENTS OF MASS COMMUNICATION THEORIES The Sender/Communicator The Message The Medium The Audience Effects
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