Public Communication Campaigns / Edition 4

Public Communication Campaigns / Edition 4

by Ronald E. Rice
     
 

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ISBN-10: 1412987709

ISBN-13: 9781412987707

Pub. Date: 03/06/2012

Publisher: SAGE Publications

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

Overview

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.

Product Details

ISBN-13:
9781412987707
Publisher:
SAGE Publications
Publication date:
03/06/2012
Edition description:
Fourth Edition
Pages:
392
Sales rank:
697,365
Product dimensions:
7.40(w) x 9.10(h) x 1.00(d)

Table of Contents

SECTION I. OVERVIEW AND HISTORY
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
SECTION II. DESIGN AND EVALUATION
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. La Croix
SECTION III. THEORY FOUNDATIONS
Mc Guire's Classic Input-Output Framework for Constructing Persuasive Messages - William J. Mc Guire
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 De Jong, Sandi W. Smith
SECTION IV. APPLYING THEORY AND EVALUATION
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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