May 2016
Intermediate to advanced
556 pages
18h 3m
English
accountability, corporate social responsibility 207–209
activism 470–485; cyclical model 188–189; defences to 476; definitions 472–473; effectiveness 478–479; emergence 476; framing 473–474; H&M campaign 480–481; issues management 187–189; leverage 475–479; organisations 478; platform and channel access 481–483; social media 482–483; strategies and tactics 474–477
actual corporate image 158–169
advertising 19, 22–24, 97–98; see alsomass communications; marketing public relations
Advertising Value Equivalency (AVE) 230–233
advocacy: internal communications 303; public opinion 34–37; women’s rights 70–73 the agency argument 200–201
aims of financial communications ...