News Item 208

08-May-12 - Read the Q&A session with Professor Barbara M. Miller on her recently published book, Marketplace Advocacy Campaigns

Despite the proliferation of marketplace advocacy campaigns, there has been little professional or academic research published evaluating the potential outcomes of this form of communication on audiences.

Professor Barbara M. Miller's recently published book, Marketplace Advocacy Campaigns: Generating Public Support for Business and Industry, is an unprecedented study which develops a model of marketplace advocacy influence based on relevant literature in advertising, marketing, social psychology, public relations, and political communication, and evaluates the model using a case study and statistical analyses.

This is a crucial book for researchers in the areas of corporate social responsibility, environmental advocacy, issue advertising, and public opinion. This book may also be appropriate for advanced advertising and public opinion classes.

Read the Q&A session with Professor Miller at the Cambria Press blog post about this!

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