• Entry
  • Entries A-Z

Organized activities that use mass media to persuade targeted populations to undertake or desist from some course of action. Campaigns usually involve raising awareness of the issue at stake by providing information before asking the audience to respond in some way. The action goals desired are as varied as signing a petition requesting a change in official policy; donating money, time, or goods; voting; and changing personal behavior or beliefs. Government health departments use media campaigns to persuade people to stop smoking, exercise more, drink less alcohol, and eat better. Political parties campaign to get their candidates elected. Campaigns, typically, use many of the same marketing and advertising channels used by corporations to sell products. Advertising slots may be purchased on traditional media channels, including ...

locked icon

Sign in to access this content

Get a 30 day FREE TRIAL

  • Watch videos from a variety of sources bringing classroom topics to life
  • Read modern, diverse business cases
  • Explore hundreds of books and reference titles