Principles of strategic communication:
"Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces s...
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York, NY ; London
Routledge
2021
|
| Ausgabe: | First published |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice. Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs. The accompanying online resources feature chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor's resource manual that includes sample syllabi, class activities, lecture topics, and a test bank"-- |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xix, 341 Seiten Illustrationen, Diagramme |
| ISBN: | 9780367432478 9780367426316 |
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| 520 | 3 | |a "Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice. Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs. The accompanying online resources feature chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor's resource manual that includes sample syllabi, class activities, lecture topics, and a test bank"-- | |
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Datensatz im Suchindex
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| adam_text | Contents 1 2 About the Authors xii Preface xv Introduction ю the Theory of Strategic Communication 1 4 6 10 14 20 25 25 Careers in Strategic Communication 28 28 Learning Outcomes So, What Are You Going 3 1 Learning Outcomes What Is Strategic Communication? Why and How We Use Strategic Communication Agents and Domains of Practice What Is Communication? Strategic Communication Theory Summary Discussion Questions Major In? Career Paths, Specializations and Skills Getting the Job Adulting After College Summary Discussion Questions 29 30 44 50 52 52 The Concept of Strategy 54 54 55 60 to Learning Outcomes Understanding the Concept of Strategy Steps in the Strategic Planning Process The Role of Communication in Strategic Planning The Role of Stakeholder Communication in the Strategic Planning Process Summary Discussion Questions 66 68 72 72
X CONTENTS 4 The Three Management Levels of Strategic Communication Learning Outcomes The Three Levels of Strategic Communication The Impact of Macro-Level Sectors on Strategic Communication Organizational (Meso-) Level Factors Communication (Micro-) Level Factors Summary Discussion Questions 5 Ethics and Societal Issues in Strategic Communication Learning Outcomes A Challenging Balance Ethics and Why They Matter Professional Codes of Ethics Social Impact of Strategic Communication Regulation of Strategic Communication 6 Research 120 120 122 122 124 127 142 142 Strategic Communication Planning Learning Outcomes Making a Plan Strategic Planning Outside-In Planning 143 143 144 144 149 Objectives, Strategies and Tactics Summary Discussion Questions 150 161 161 Stakeholders 162 162 163 163 169 174 179 188 188 Learning Outcomes Stakeholders Who Are Stakeholders? Segmentation Consumer Behavior Stakeholders and TheirDiverse Nature Summary Discussion Questions 9 116 118 118 Summary Discussion Questions 8 96 96 98 98 103 107 Summary Discussion Questions Learning Outcomes The First Step in Strategic Communication Why Do We Need Strategic Communication Research? Ways of Knowing The Strategic Communication Research Process 7 74 74 75 75 85 90 94 94 Message Tactics Learning Outcomes Messaging 190 190 191
CONTENTS Developing a Message Strategy The Five C s of Storytelling The Creative Brief Executing the Message Strategy Summary Discussion Questions 10 Traditional Media Learning Outcomes What Is Media? Different Types of Media Integrating Media Traditional Media Classifications Summary Discussion Questions 11 Evolving Media Learning Outcomes Introduction Traditional Media and Technology Digital Media Giants and Their Impact on Legacy Media How to Leverage Evolving Media in Strategic Communication Summary Discussion Questions 12 Branding Learning Outcomes Introduction Brand Elements Creating Brand Image Managing the Brand Summary Discussion Questions 13 Strategic Communication Campaigns 192 196 200 204 215 215 217 217 218 220 230 232 244 244 246 246 247 248 250 254 273 273 276 276 277 278 284 286 291 291 Learning Outcomes Introduction The Campaign Process Elements of a Campaign Plans Book Campaign Budgeting Campaign Timelines Campaign Evaluation Summary Discussion Questions 293 293 294 294 295 300 303 309 319 319 Glossary Index 321 331
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| adam_txt |
Contents 1 2 About the Authors xii Preface xv Introduction ю the Theory of Strategic Communication 1 4 6 10 14 20 25 25 Careers in Strategic Communication 28 28 Learning Outcomes "So, What Are You Going 3 1 Learning Outcomes What Is Strategic Communication? Why and How We Use Strategic Communication Agents and Domains of Practice What Is Communication? Strategic Communication Theory Summary Discussion Questions Major In?" Career Paths, Specializations and Skills Getting the Job Adulting After College Summary Discussion Questions 29 30 44 50 52 52 The Concept of Strategy 54 54 55 60 to Learning Outcomes Understanding the Concept of Strategy Steps in the Strategic Planning Process The Role of Communication in Strategic Planning The Role of Stakeholder Communication in the Strategic Planning Process Summary Discussion Questions 66 68 72 72
X CONTENTS 4 The Three Management Levels of Strategic Communication Learning Outcomes The Three Levels of Strategic Communication The Impact of Macro-Level Sectors on Strategic Communication Organizational (Meso-) Level Factors Communication (Micro-) Level Factors Summary Discussion Questions 5 Ethics and Societal Issues in Strategic Communication Learning Outcomes A Challenging Balance Ethics and Why They Matter Professional Codes of Ethics Social Impact of Strategic Communication Regulation of Strategic Communication 6 Research 120 120 122 122 124 127 142 142 Strategic Communication Planning Learning Outcomes Making a Plan Strategic Planning Outside-In Planning 143 143 144 144 149 Objectives, Strategies and Tactics Summary Discussion Questions 150 161 161 Stakeholders 162 162 163 163 169 174 179 188 188 Learning Outcomes Stakeholders Who Are Stakeholders? Segmentation Consumer Behavior Stakeholders and TheirDiverse Nature Summary Discussion Questions 9 116 118 118 Summary Discussion Questions 8 96 96 98 98 103 107 Summary Discussion Questions Learning Outcomes The First Step in Strategic Communication Why Do We Need Strategic Communication Research? Ways of Knowing The Strategic Communication Research Process 7 74 74 75 75 85 90 94 94 Message Tactics Learning Outcomes Messaging 190 190 191
CONTENTS Developing a Message Strategy The Five C's of Storytelling The Creative Brief Executing the Message Strategy Summary Discussion Questions 10 Traditional Media Learning Outcomes What Is Media? Different Types of Media Integrating Media Traditional Media Classifications Summary Discussion Questions 11 Evolving Media Learning Outcomes Introduction Traditional Media and Technology Digital Media Giants and Their Impact on Legacy Media How to Leverage Evolving Media in Strategic Communication Summary Discussion Questions 12 Branding Learning Outcomes Introduction Brand Elements Creating Brand Image Managing the Brand Summary Discussion Questions 13 Strategic Communication Campaigns 192 196 200 204 215 215 217 217 218 220 230 232 244 244 246 246 247 248 250 254 273 273 276 276 277 278 284 286 291 291 Learning Outcomes Introduction The Campaign Process Elements of a Campaign Plans Book Campaign Budgeting Campaign Timelines Campaign Evaluation Summary Discussion Questions 293 293 294 294 295 300 303 309 319 319 Glossary Index 321 331 |
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| spelling | Holtzhausen, Derina Verfasser (DE-588)1063146038 aut Principles of strategic communication Derina Holtzhausen, Jami A. Fullerton, Bobbi Kay Lewis and Danny Shipka First published New York, NY ; London Routledge 2021 xix, 341 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Designed to support the paradigm shift in media and communication, this book presents the basic tenants of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications. Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice. Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs. The accompanying online resources feature chapter summaries, useful links to examples of strategic communication in action, suggested further reading, and practice test questions. Instructors will find an instructor's resource manual that includes sample syllabi, class activities, lecture topics, and a test bank"-- Kommunikation (DE-588)4031883-7 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Theorie (DE-588)4059787-8 gnd rswk-swf Kommunikation / (DE-627)091371449 / (DE-STW)15798-3 Marketingmanagement / (DE-627)091376319 / (DE-STW)12770-5 Strategisches Management / (DE-627)091393116 / (DE-STW)18029-0 Business communication Advertising Marketing Public relations (DE-588)4123623-3 Lehrbuch gnd-content Kommunikation (DE-588)4031883-7 s Theorie (DE-588)4059787-8 s Strategisches Management (DE-588)4124261-0 s Marketingmanagement (DE-588)4168907-0 s b DE-604 Fullerton, Jami A. 1963- Verfasser (DE-588)140208380 aut Lewis, Bobbi Kay 1970- Verfasser (DE-588)1236791150 aut Shipka, Danny 1967- Verfasser (DE-588)1015373151 aut Erscheint auch als Online-Ausgabe 978-1-003-00204-8 (DE-604)BV047454358 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032795217&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Holtzhausen, Derina Fullerton, Jami A. 1963- Lewis, Bobbi Kay 1970- Shipka, Danny 1967- Principles of strategic communication Kommunikation (DE-588)4031883-7 gnd Strategisches Management (DE-588)4124261-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Theorie (DE-588)4059787-8 gnd |
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| title | Principles of strategic communication |
| title_auth | Principles of strategic communication |
| title_exact_search | Principles of strategic communication |
| title_exact_search_txtP | Principles of strategic communication |
| title_full | Principles of strategic communication Derina Holtzhausen, Jami A. Fullerton, Bobbi Kay Lewis and Danny Shipka |
| title_fullStr | Principles of strategic communication Derina Holtzhausen, Jami A. Fullerton, Bobbi Kay Lewis and Danny Shipka |
| title_full_unstemmed | Principles of strategic communication Derina Holtzhausen, Jami A. Fullerton, Bobbi Kay Lewis and Danny Shipka |
| title_short | Principles of strategic communication |
| title_sort | principles of strategic communication |
| topic | Kommunikation (DE-588)4031883-7 gnd Strategisches Management (DE-588)4124261-0 gnd Marketingmanagement (DE-588)4168907-0 gnd Theorie (DE-588)4059787-8 gnd |
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