Public communication campaigns / Ronald E. Rice, Charles K. Atkin, editors.

Format:

Book

Contributor:

Rice, Ronald E.

Atkin, Charles K.

Language:

English

Subjects (All):

Publicity.

Public relations.

Advocacy advertising.

Physical Description:

xi, 428 pages : illustrations ; 24 cm

Edition:

Third edition.

Place of Publication:

Thousand Oaks, Calif. : Sage Publications, [2001]

Summary:

In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns.

This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.

Contents:

Public communication campaigns : the American experience / William J. Paisley

Input and output variables currently promising for constructing persuasive communications / William J. McGuire

Theory and principles of media health campaigns / Charles K. Atkin

Sense-making methodology : communicating communicatively with campaign audiences / Brenda Dervin and Micheline Frenette

Creating fear in a risky world : generating effective health risk messages / Michael T. Stephenson and Kim Witte

Evaluating communication campaigns / Thomas W. Valente

Formative evaluation research in campaign design / Charles K. Atkin and Vicki S. Freimuth

Systems-based evaluation planning model for health communication campaigns in developing countries / Ronald E. Rice and Dennis R. Foote

Communication campaign effectiveness : critical distinctions / Charles T. Salmon and Lisa Murray-Johnson

How effective are mediated health campaigns? / Leslie B. Snyder

Stanford community studies : campaigns to reduce cardiovascular disease / June A. Flora

Using theory to select messages in antidrug media campaigns : reasoned action and media priming / Joseph N. Cappella ... [et al.]

Public relations as communication campaign / David M. Dozier, Larissa A. Grunig, and James E. Grunig.

Strategic communication for international health programs / Phyllis Tilson Piotrow and D. Lawrence Kincaid

Singing the (VD) blues / Bradley S. Greenberg and Walter Gantz

McGruff crime prevention campaign / Garrett J. O'Keefe and Kathaleen Reid-Martinez

Smokey Bear / Ronald E. Rice

Littering : when every litter bit hurts / Robert B. Cialdini

Strategic extension campaigns on rat control in Bangladesh / Ronny Adhikarya

Mass campaigns in the People's Republic of China during the Mao era / Alan P.L. Liu

Designated driver campaign / Jay A. Winsten and William DeJong

RU SURE? Using communication theory to reduce dangerous drinking on a college campus / Linda C. Lederman ... [et al.]

Sensation seeking in antidrug campaign and message design / Philip Palmgreen, Lewis Donohew, and Nancy Grant Harrington

Cumulative community response to AIDS in San Francisco / James W. Dearing

America's sacred cow / Matilda Butler

Nazi antitobacco campaign / Robert Proctor

Community partnership strategies in health campaigns / Neil Bracht

Entertainment-education strategy in communication campaigns / Arvind Singhal and Everett M. Rogers

Web-based smoking cessation and prevention program for children aged 12 to 15 / David B. Buller ... [et al.]

Using interactive media in communication campaigns for children and adolescents / Debra A. Lieberman

Putting policy into health communication : the role of media advocacy / Lawrence Wallack and Lori Dorfman.

Notes:

Includes bibliographical references and index.

ISBN:

0761922059

0761922067

OCLC:

44868860