Principles of Strategic Communication

ISBN-13: 9780367432478 / Angielski / Twarda / 2021 / 342 str.

Derina Holtzhausen; Jami Fullerton; Bobbi Kay Lewis

Opis

Marking a paradigm shift in the field, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. It is a core text for undergraduate students in strategic communication courses in media, communication, marketing, and advertising programs.

Spis treści

1. Introduction to the Theory of Strategic Communication 2. Careers in Strategic Communication 3. The Concept of Strategy 4. The Three Management Levels of Strategic Communication 5. Ethics and Societal Issues 6. Research 7. Strategic Communication Planning 8. Stakeholders 9. Message Tactics 10.Traditional Media 11. Evolving Media 12. Branding 13. Strategic Communication Campaigns