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Theory and Principles of Public Communication Campaigns

Theory and Principles of Public Communication Campaigns

www.sagepub.com

Uses and gratifications (Katz, Blumler, & Gurevitch, 1974; Rubin, 2002). This offers concepts useful in understanding audience motivations for selecting particular media, attending to media messages, and utilizing learned information in enacting behaviors. AUDIENCE SEGMENTATION AND CAMPAIGN DESIGN Identifying the Audience

  Principles, Communication, Public, Campaign, Gratifications, And gratifications, And principles of public communication campaigns

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