Using communication theory: An introduction to planned communication/
Windahl Sven
Using communication theory: An introduction to planned communication/ Sven Windahl and Benno H. Signitzer with Jean T. Olson - 2nd ed. - London: Sage, 2009. - 302 p.
Introduction --
Conceptual tools --
The nature of communication planning --
Not all problems are communication problems --
Categorization of basic strategies --
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 --
The sender/communicator --
The message --
The medium --
The audience --
Effects
9781412948395
Communication planning
Mass media -- Planning
Communication -- Philosophy
302.2 / WIN/U
Using communication theory: An introduction to planned communication/ Sven Windahl and Benno H. Signitzer with Jean T. Olson - 2nd ed. - London: Sage, 2009. - 302 p.
Introduction --
Conceptual tools --
The nature of communication planning --
Not all problems are communication problems --
Categorization of basic strategies --
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 --
The sender/communicator --
The message --
The medium --
The audience --
Effects
9781412948395
Communication planning
Mass media -- Planning
Communication -- Philosophy
302.2 / WIN/U