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History of Persuasive Campaigns
Theoretical Approaches to Influence
Active Approaches to Receivers
11 other sections not shown
active message processing actively process American Meatout animal experimentation animal rights appeals approach assess associated AT&T attack attitudes audience audience's automakers awareness behavior Bill Hillsman Boschwitz brand Burgoon campaign messages candidate Chapter cited classical conditioning cognitive commercial campaigns communication modalities consumers coverage decisions direct mail Dukakis effective efforts employed enhance evaluation examined example Figure focus formative research goals impact implementation important increase indicates individuals influence topic inoculation interpersonal interviews involvement issue Japanese mass media meat message content message design motivation negative newspapers objective paign percent persuasive campaigns persuasive communication campaigns planning political campaigns positive presidential promote quantitative research questions radio receivers regarding research design response result role schema selection Senate social action campaigns specific speech spots strategy success survey target television advertising theory tion Toyota U.S. Senate viewers vote voters Wellstone campaign