Introduces and defines mass communication; then moves to discussing news, its persuasive qualities and how the news media is influenced. A discussion of media audiences precedes chapters on advertising, how advertising persuades and how advertisers are influenced. The final section offers a guide to influencing the media and two chapters on political campaigns and political advertising.
Publisher: Cengage Learning, Inc
Weight: 450 g
Dimensions: 234 x 156 mm
Edition: 3rd Revised edition
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