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Unformatted text preview: o Modeling o Social expectations Chapter 15 Professional Communication Similarities and differences between advertising and public relations o Use of mass media o Use and techniques of persuasion o Paying clients Relationship between advertising and public relations, and the media Effective advertising messages o Cultural expectations o Cognitive-emotional approach Chapter 16 Researching the Communication Process Research o Definition o 3 postulates/assumptions orderly universe cause-effect relationships scientific integrity experto credite Hypothesis Participant observation Data entry Data analysis Experiments Surveys face-to-face interviewing Measurements - definition o Nominal o Ordinal Validity and Reliability...
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- Spring '08