Public Communication Campaigns / Edition 4

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In this new, fully revised and expanded fourth edition of Public Communication Campaigns, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas.

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Editorial Reviews

A textbook or reader for courses in communication, journalism, public relations, advertising, mass media, and public health at the graduate or undergraduate level. Selections on political campaigns have been dropped from the first (1981) and second (no date noted) editions because of their increasingly specialized nature. The remaining themes are historical and theoretical foundations, campaign design and evaluation, lessons from the field, a campaign sampler, and new approaches and current challenges. Most of the case studies are public health campaigns. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9781412987707
  • Publisher: SAGE Publications
  • Publication date: 3/6/2012
  • Edition description: Fourth Edition
  • Edition number: 4
  • Pages: 392
  • Sales rank: 504,559
  • Product dimensions: 7.40 (w) x 9.10 (h) x 1.00 (d)

Meet the Author

Ronald E. Rice (Ph.D. & M.A., Stanford University; B.A., Columbia University) is both the Arthur N. Rupe Chair in the Social Effects of Mass Communication in the Department of Communication and Co-Director of the Carsey-Wolf Center at UC, Santa Barbara. He has been elected divisional officer in the International Communication Association and the Academy of Management, elected President and Fellow of the ICA, awarded a Fulbright Award to Finland, appointed as Wee Kim Wee Professor and then University Professor of the School of Communication and Information at Nanyang Technological University in Singapore, and awarded an Honorary Doctorate from the University of Montreal. He has co-authored or co-edited ten books, including The New Media: Communication, Research and Technology (1984), and The Internet and Health Communication (2001), both also with SAGE. He is widely published in communication science, public communication campaigns, computer-mediated communication systems, methodology, organizational and management theory, information systems, information science and bibliometrics, and social networks.

Charles K. Atkin (Ph.D., University of Wisconsin; B.A., Michigan State University) is University Distinguished Professor in the Department of Communication at Michigan State, where he has served as Chair for 15 years. He teaches and conducts research on mass communication campaigns, particularly in the health domain. Based on sustained accomplishments in applied research on health campaigns, he received the 2006 Decade of Behavior Award from the American Psychological Association and a consortium of 54 social science organizations as well as the 2008 career award as “Outstanding Health Communication Scholar” from National Communication Association and the International Communication Association Health Communication Divisions. In 2010, he was selected for the Phillips Award for Distinguished Applied Communication Research by the National Communication Association. He has been a Fellow of the International Communication Association since 1999. He has published almost 100 journal articles and ten books, including Mass Communication and Public Health (1990, SAGE) and Public Communication Campaigns (1989, 2001, SAGE). His federal grant research has been extensive, with recent major projects on breast cancer and binge drinking.

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Table of Contents

Theory and Principles of Public Communication Campaigns - Charles K. Atkin, Ronald E. Rice
Public Communication Campaigns--The American Experience - William Paisley, Charles K. Atkin
Why Can't We Sell Human Rights Like We Sell Soap? - Robert Hornik
Guidelines for Formative Evaluation Research in Campaign Design - Charles K. Atkin, Vicki Freimuth
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E. Rice, Dennis Foote
Evaluating Communication Campaigns - Thomas W. Valente, Patchareeya P. Kwan
Communication Campaign Effectiveness and Effects: Some Critical Distinctions - Charles T. Salmon, Lisa Murray-Johnson
How Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses - Leslie B. Snyder, Jessica M. LaCroix
McGuire's Classic Input-Output Framework for Constructing Persuasive Messages - William J. McGuire
Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively - Brenda Dervin, Lois Foreman-Wernet
Inducing Fear as a Public Communication Campaign Strategy - Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson
Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking - William DeJong, Sandi W. Smith
The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection - David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. Cutter
A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults - Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman
Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation - Susan E. Morgan
Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication - Ronald E. Rice, Julie A. Robinson
Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi - Rajiv N. Rimal, Rupali Limaye
Corporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships? - Maureen Taylor
Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change - Debra A. Lieberman
Community Partnership Strategies in Health Campaigns - Neil Bracht, Ronald E. Rice
Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa - D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena Figueroa
The Rising Tide of Entertainment-Education in Communication Campaigns - Arvind Singhal, Hua Wang, Everett M. Rogers
Putting Policy into Health Communication: The Role of Media Advocacy - Lori Dorfman, Lawrence Wallack
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