CHAPTER 3 Theory and Principles of Public Communication Campaigns Chas Kaho and Rn. ice THEORETICAL FOUNOATIONS OF CAM ‘soup etySi gst ny ge ane ee See ar ta mune de of en 0 coat Pre ‘Suan Caer een tos pet care, en sant ne epltstoarns specs commun coiggacunpes waa gene oo pa ae of ive a Soitecceiasega ttn eno vena cr ar rs a ag cise emma e, te geese fr tle CGR cnn ct pec Sen ug ve ‘Spt isa erin nm sme ey in ey, 1 na tener oar ay Captain. rh ey en 29 se ais comriest ees: wane psy oem tas ors ae Jos 27 et aes 2010 Tame mange pare pages gnome mates ‘rane peso eb ey mr eo tc angen 1, Ta ey sons Mi ee oe any er wry pn tate a Sorgen cara rine gts mailed evo te Aten ond tl re van ace foc cane wh ee {mene hath hn ene sere pepe ae crn hehe once uence Fes ep erring [AUDIENCE SEGMENTATION AND CAMPAIGN DESIGN eenttying the Audience rin tn egal an 9 ee ‘Wipe tenna smc 2.0 en trina rae Cages ‘ruin ncn oes enya pe uewalpare eee eetmip et ees cota acemcreae caeiemicir coarnenn tent ammcpca et triage nes eae mnetmcntenateetenane et Effects on Foal Autence Segments ‘heer gina nana dis Sees meee tne ens se rc vane peck eee oar ange ce gS ‘einer cpa ge sen err Pons ang ae ger npc ny (epee os ey one me ‘th edpamsemrmmiecreae yams nbe se ie trae tna cee net Effects on Terao! 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