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.
This text defines mass communication, discusses 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.
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