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

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Moffitt provides the strategies, decision-making approaches, and the message composition techniques needed to conduct successful public communication campaigns. The book is a practical guide to the step-by-step process of conceptualizing, planning, and executing a public relations, marketing/advertising, political, or social issue campaign.

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, and the targeted audiences for a campaign. Basic strategies for setting a campaign's goals and objectives are analyzed as are message strategies which determine 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 for business communication, professionals as well as students in advertising, marketing, and management will also find the business end of the topic useful. Individuals involved with public relations, speech communication, broadcast and print media will benefit from the strategies and skills applicable to campaign communication.

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Editorial Reviews

A text on the conceptualization and execution of a campaign, focusing on a very methodical and organized design. Moffitt (communication, Illinois State U.) argues that the creation and planning of campaigns constitute a profession and shows the skills that the profession requires such as a knowledge of communication theory and a framework of ethics. She also covers the basics of quantitative and qualitative research methods and conducting formative research on targeted populations. Her goal throughout is to show that the campaign strategist cannot conceptualize and execute a campaign without a rigorous and thorough systematic organization based on the sequence of steps that she presents. Annotation c. by Book News, Inc., Portland, Or.
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Product Details

  • ISBN-13: 9780275955922
  • Publisher: Greenwood Publishing Group, Incorporated
  • Publication date: 1/28/1999
  • Pages: 224
  • Product dimensions: 6.40 (w) x 9.61 (h) x 0.88 (d)

Meet the Author

MARY ANNE MOFFITT is Associate Professor in the Department of Communication, Illinois State University.

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Table of Contents

1 The Campaign Professional 1
2 Research Strategies 31
3 Basic Strategies 83
4 Message Strategies 139
5 Communication Selection Strategies 173
References 201
Index 205
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