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Public Communication Campaigns - Ronald E. Rice

Public Communication Campaigns

By: Ronald E. Rice (Editor), Charles K. Atkin (Editor)

Paperback Published: 1st June 1989
ISBN: 9780803932630
Number Of Pages: 416

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This second edition of <B>Public Communication Campaigns </B>represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade's research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns.

Preface
Historical And Theoretical Foundations
Public Communication Campaigns: The American Experience
Input and Output Variables Currently Promising for Constructing Persuasive Communications
Theory and Principles of Media Health Campaigns
Sense-Making Methodology: Communicating Communicatively With Campaign Audiences
Creating Fear in a Risky World: Generating Effective Health Risk Messages
Campaign Design And Evaluation
Evaluating Communication Campaigns
Formative Evaluation Research in Campaign Design
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
Communication Campaign Effectiveness: Critical Distinctions
How Effective Are Mediated Health Campaigns?
Lessons From The Field
The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease
Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming
Public Relations as Communication Campaign
Strategic Communication for International Health Programs
A CAMPAIGN SAMPLER
Singing the (VD) Blues
The McGruff Crime Prevention Campaign
Smokey Bear
Littering: When Every Litter Bit Hurts
The Strategic Extension Campaigns on Rat Control in Bangladesh
Mass Campaigns in the People's Republic of China during the Mao Era
The Designated Driver Campaign
RU Sure? Using Communication Theory to Reduce Dangerous Drinking on a College Campus
Sensation Seeking in Antidrug Campaign and Message Design
The Cumulative Community Response to AIDS in San Francisco
America's Sacred Cow
The Nazi Antitobacco Campaign
New Approaches And Current Challenges
Community Partnership Strategies in Health Campaigns
The Entertainment-Education Strategy in Commuication Campaigns
A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15
Using Interactive Media in Communication Campaigns for Children and Adolescents
Putting Policy into Health Communication: The Role of Media Advocacy
Related References
Index
About the Authors
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780803932630
ISBN-10: 0803932634
Audience: Professional
Format: Paperback
Language: English
Number Of Pages: 416
Published: 1st June 1989
Country of Publication: US
Dimensions (cm): 22.2 x 14.22  x 2.72
Weight (kg): 0.56
Edition Number: 2
Edition Type: Revised

Earn 192 Qantas Points
on this Book