Bibliographic Information

Planning, implementing, and evaluating targeted communication programs : a manual for business communicators

Gary W. Selnow and William D. Crano

Quorum Books, 1987

Available at  / 8 libraries

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Includes bibliographies and index

Description and Table of Contents


This book is well documented, well written, well researched and is up-to-date. It is non-sexist. It is more than a `manual for business communicators.' It is more than a book of `how to's.' And it is more than a book of do's and don'ts. The authors and contributors skillfully draw upon a broad range of social sciences literature and their personal communication experience, both of which make this book invaluable in our understanding of the relationship between communication theory and practice. Beyond that, they offer clear guidelines for effective public communication. Public Relations Review This book discusses the strategy of targeted communication and explains the steps necessary to plan and implement an effective information program. Selnow and Crano both place their recommendations in a communication theory and research perspective and show them to have practical application in real-world programs. They deal not only with the how to's, but with the why's as well.

Table of Contents

  • The Targeted Communication Approach Introduction: An Overview of Targeted Communication Fundamentals of Persuasion Media Usage in Targeted Communication Interpersonal Communication: One-to-One Designs Program Planning Feedback Gathering Techniques Strategy and Design of Targeted Programs Discussions from the Field Assessing the Mind of the Public by Erwin P. Bettinghaus Communication and the Line Manager by Hal Lacy The Media Speak: Radio Advertising by Bud Heck
  • Television Advertising by Richard A. O'Donnell
  • Magazine Advertising by Marvin M. Gropp
  • Newspaper Advertising by F. Stephen Harper Bibliography Index

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