Designed to support the paradigm shift in media and communication, this book presents the basic tenets of strategic communication and its foundational disciplines of advertising, public relations, and marketing communications.

Drawing on the latest research in the field, the text introduces students to the theories of strategic communication while at the same time outlining how to apply them to everyday practice. To facilitate learning and tie concepts to practice, each chapter includes introductory focus questions, a contemporary global case study, a career profile of a current practitioner, end-of-chapter discussion questions, and features that highlight how research methods can be applied to strategic communication practice.

Principles of Strategic Communication is ideal as a core text for undergraduate students in strategic communication courses within media, communication, marketing, and advertising programs.

The accompanying online support material features chapter overviews, learning outcomes, key terms, discussion questions, and links/additional reading. Instructors will find sample syllabi and a test bank. Please visit www.routledge.com/9780367426316.

Table of Contents

1. Introduction to the Theory of Strategic Communication

2. Careers in Strategic Communication

3. The Concept of Strategy

4. The Three Management Levels of Strategic Communication

5. Ethics and Societal Issues

6. Research

7. Strategic Communication Planning

8. Stakeholders

9. Message Tactics

10. Traditional Media

11. Evolving Media

12. Branding

13. Strategic Communication Campaigns

A comprehensive introduction to the subject of strategic communication, which encompasses advertising, public relations, and marketing Addresses increased view that these disciplines must be studied in tandem to accurately understand the promotional and media relations landscape. Co-authored by one of the pioneers in the field, the book leads the way as an introductory textbook for strategic communication. Include supplemental resources for students and instructors.

Horror films have for decades commanded major global audiences, tapping into deep-rooted fears that cross national and cultural boundaries in their ability to spark terror. This book brings together a group of scholars to explore the ways that this fear is utilized and played upon by a wide range of filmmakers. Contributors take up such major figures as Guillermo del Toro, Lars Von Trier, and David Cronenberg, and they also offer introductions to lesser-known talents such as Richard Franklin, Kiyoshi Kurosawa, Juan Lopez Moctezuma, and Alexandre Aja. Scholars and fans alike dipping into this collection will discover plenty of insight into what chills us.

The exploitation film industry of Italy, Spain and France during the height of its popularity from 1960 to 1980 is the focus of this entertaining history. With subject matter running the gamut from Italian zombies to Spanish werewolves to French lesbian vampires, the shocking and profoundly entertaining motion pictures of the "Eurocult" genre are discussed from the standpoint of the films and the filmmakers, including such internationally celebrated auteurs as Mario Bava, Jess Franco, Jean Rollin and Paul Naschy. The Eurocult phenomenon is also examined in relation to the influences that European culture and environment have had on the world of exploitation cinema. The author's insight and expertise contribute to a greater understanding of what made these films special—and why they have remained so popular to later generations.