Теории и подходи за създаване на успешна комуникационна кампания
Theories and Approaches to Creating a Successful Campaign

Author(s): Svetlana Stankova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: communication campaigns; mass media; audiences; message; persuasion
Summary/Abstract: Very often communication campaigns fail because campaign designers are too much optimistic, assuming that audiences would automatically receive and enthusiastically accept their messages. Inundating audiences with messages that were not properly targeted is more likely to be ignored or misinterpreted. That’s why some researchers consider mass media campaigns initially powerless, while others – that mass media campaigns tend to reinforce existing opinions but rarely change someone’s mind. Neither view is absolutely précised. This research focuses on systematizing the theories and approaches on which successful communication campaigns in the mass media depend and the nuances that give them the most professional correspondence to the process of communication, persuasion, and communication management.

• Details
• Contents