TY  - BOOK
AU  - Windahl Sven
AU  - Signitzer Benno H
AU  - Olson Jean T
TI  - Using communication theory: An introduction to planned communication
SN  - 9781412948395
U1  - 302.2 
PY  - 2009///
CY  - London
PB  - Sage
KW  -  Communication planning
KW  - Mass media -- Planning
KW  - Communication -- Philosophy
N1  - 	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
ER  -