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Communications for Social Marketing

A Methodology for Developing Communication Appeals for Family Planning Programs

... appeals for persuasive communications, (ii) cognitive-consistency approach as
the basis for message-strategy, and (iii) a segmentation framework based on
behavior, intention and attitude as segmenting variables for appeal strategy. A
brief review of systematic positions in communication theory is presented first.
Models of Communication: A Brief Review There is an impressive body of
literature concerning communication theories and research, inside and outside of
marketing.