• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Advertising (Online)
Advertising (online)

The online forum has distinct features that work to its advantage as an advertising medium, nonetheless the arena contains many offerings of dubious worth. Most free branded content online – including the websites of major international newspapers such as The Times, the Daily Telegraph and the Washington Post – require readers to register, often giving considerable detail about employment, household income, interests and purchasing habits. This information allows advertising to become extremely targeted. Two readers of the same content will not be exposed to the same advertising. The web is also home to a plethora of highly specific niche publications with small but, in some cases, highly relevant audiences. Online advertising can be charged either on exposure or click through models. The ...

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