ABSTRACT
A great deal of communication that takes place every day falls under the label of planned communication; occasions when communication is consciously used to seek more or less specific objectives. Such communication may be planned to a greater ora lesser degree and may range from a purposive communication between two persons to a large-scale health campaign, involving several channels with many messages, aiming at millions of people. In this chapter we focus on three types of applied communication: media campaigns; public relations; and (social) marketing. In all three, mass communication usually plays an important part.
