Windahl, Swen,  1942-. <br/><br/>
Using communication theory :  an introduction to planned communication / 
Sven Windahl and Benno H. Signitzer with Jean T. Olson. 
 - 2nd ed. 
 - Los Angeles ;  London :  SAGE,  2009. 
 - x, 302 pages :  illustrations ;  24 cm. 
<br/><br/>Includes bibliographical references (pages 273-291) and index. 
<br/><br/> 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 --  Introduction --  Afterword --  Glossary --  Bibliography --  Index. 
<br/><br/> Showing how theories relate directly to the practice and experience of planning effective communication, this new edition provides insights into the practical nature of communication theory. 
<br/><br/><label>ISBN: </label>141294838X 9781412948388 1412948398 9781412948395 
<br/><br/><label>LCCN: </label>2008920956 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Communication planning.<br/>Mass media--Planning.