Communication Campaigns. Study guide for university students. UMO universities of Russia seal

In the fourth book series Modern technologies PR. Master class A.N. Chumikova »Are considered the theory and practice of modern communication campaigns. The features of the campaigns in various segments of the market space (b2g, b2g, b2g, C2G, G2G, B2G, C2G, G2G, G2c) are analyzed, the structure- and sense-forming elements of communication campaigns are considered separately.
Types of campaigns are classified, on the one hand, according to the subject-subject criterion (campaigns to promote territories, organizations, products), on the other - by the criterion of functional-target (campaign for informing, education, involvement, neutralization, doctrinal campaigns) . A wide range of practical communication campaigns of the late XX and the first decades of the XXI century is given.
In the book included, prepared by professional communities in 2014, the passport of competencies of a professional communicator