Campaign It! : Achieving Success Through Communication.
Campaign It! provides a new definition and understanding of what makes a cause. It explains why, in our modern society, a communications campaign is the most powerful way to achieve success. And it demonstrates how it is possible to create and apply an irresistible communications campaign to any asp...
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Full text (MCPHS users only) |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
London :
Kogan Page,
2012
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| Subjects: | |
| Local Note: | ProQuest Ebook Central |
MARC
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| 100 | 1 | |a Barnard, Alan. | |
| 245 | 1 | 0 | |a Campaign It! : |b Achieving Success Through Communication. |
| 260 | |a London : |b Kogan Page, |c 2012. | ||
| 300 | |a 1 online resource (232 pages) | ||
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| 505 | 0 | |a About the authors; Introduction; 01 Our approach to campaigns and campaigning; Learning to become better; Our new definition and our approach to campaigning; Purpose, philosophy, attitude and attributes; Leaders, vacuums and campaigns; The nature and purpose of communication; The value of communication; The inevitability of influence; The likelihood of resistance; The need for an ethical approach; The seven principles of campaigning; The Campaign It! model; Final thoughts; 02 Cause; Introduction: from law-suits to the pursuit of principle and a click-whirr. | |
| 505 | 8 | |a Managing personal emotionsCreating a cause; The inevitability of simultaneous campaigns; Gradations of cause: why size really doesn't matter; What to do with a cause; The power that comes from having a cause; Courage; Cause, objectives and a washing line; Final thoughts; 03 Recognizing and understanding your audiences; Tourism, campaigning and a casual glance; Thinking of an audience; The purpose of audience analysis; The starting point; Principles and methods of audience analysis; How do we ask great questions?; Managing feedback; Research; Qualitative research; Quantitative research. | |
| 505 | 8 | |a Choosing and/or mixing quantitative and qualitative researchFormal and informal analysis; Using our knowledge; Barriers to audience analysis; The audience within; Final thoughts; 04 The narrative; A note from AB before we begin; Once upon a time and other ways to begin; Little Red Riding Hood and the power of storytelling; Creating the campaign narrative; Creating and sharing the narrative; Everyone remembers a great ending; The bubble of fiction and the frame of perception; Well-packaged honesty; A rich reduction; Final thoughts; 05 Influencing conversations; Before the music plays. | |
| 505 | 8 | |a Sticks and stones and all that jazzBeing in tune; Matching communication patterns; Hearing the music, reading the score; Language; Body language; Decision-making tendencies; Our own words; Final thoughts; 06 Mapping the campaign; Maps, models and the courage to go first; Creating a campaign map: from fiction to reality; Creativity; The 7I creativity wheel; Momentum; Final thoughts; 07 Integrating activities; Bringing the campaign to life; Activity management; The campaign team; Tools, channels and an essential wiggle; Planning, unpredictability and trade-offs; The magic of the web. | |
| 505 | 8 | |a Final thoughts08!; E-motion; Be-cause; Final thoughts; 09 Being a campaigner; Identity; A beginning, an ending; Politics, pounds and a lesson from a Sea Monster; Margate, Margaret and May; Learning and leading; Head office, America, 92 seats and a question about vets; The beautiful game and location, location, location; bbm; Very final thoughts; Index. | |
| 520 | |a Campaign It! provides a new definition and understanding of what makes a cause. It explains why, in our modern society, a communications campaign is the most powerful way to achieve success. And it demonstrates how it is possible to create and apply an irresistible communications campaign to any aspect of our professional and personal lives. Whatever the situation, we always need to influence others if we are to achieve our goals. Campaign It! can help you do that. It's written by leading professionals who demonstrate that communications can be created in such a way that the message becomes po. | ||
| 588 | 0 | |a Print version record. | |
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| 650 | 0 | |a Business communication. | |
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