TY  - BOOK
AU  - Windahl,Swen
AU  - Signitzer,Benno
AU  - Olson,Jean T.
TI  - Using communication theory: an introduction to planned communication 
SN  - 141294838X
PY  - 2009///
CY  - Los Angeles
PB  - SAGE
KW  - Communication planning
KW  - Mass media
KW  - Planning
N1  - Includes bibliographical references (pages 273-291) and index; Introduction --; 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 --; Afterword --; Glossary --; Bibliography --; Index
N2  - 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
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