Campaign strategies and message design : a practitioner's guide from start to finish

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Title:

Campaign strategies and message design : a practitioner's guide from start to finish

Author:

Moffitt, Mary Anne, 1944-

ISBN:

9780275955922

9780275964702

Personal Author:

Moffitt, Mary Anne, 1944-

Publication Information:

Westport, Conn. : Praeger, 1999.

Physical Description:

xi, 207 pages : illustrations ; 25 cm

Contents:

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 -- Research Strategies / Research Planning -- Sampling -- The Research Process -- Data Analysis and Statistics -- 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 -- Message Strategies -- Words as Message Components -- Visualization Factors as Message Components -- Strategies for Choosing Message Components -- Communication Selection Strategies -- Definitions Initiate Conceptualization of Strategies -- Strategies for Choosing Communication Selections -- How Long Is the Campaign?

Abstract:

Presents the theory, planning and execution of a public communication campaign from start to finish.

Subject Term:

Publicity.

Mass media -- Social aspects.

Corporate image.

Médias -- Aspect social.

Entreprises -- Image.

Campagnes publicitaires.

Corporate image. (OCoLC)fst00879659

Mass media -- Social aspects. (OCoLC)fst01011303

Publicity. (OCoLC)fst01083449

Campagnes.

Strategische aspecten.

Werbekampagne

Electronic Access:

Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018456690&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA

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Summary

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.