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Public Communication Campaigns / Edition 2
     

Public Communication Campaigns / Edition 2

by Ronald E. Rice, Charles K. Atkin
 

ISBN-10: 0803932634

ISBN-13: 9780803932630

Pub. Date: 06/01/1989

Publisher: SAGE Publications

This second edition of Public Communication Campaigns 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

Overview

This second edition of Public Communication Campaigns 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.

Product Details

ISBN-13:
9780803932630
Publisher:
SAGE Publications
Publication date:
06/01/1989
Edition description:
Second
Pages:
416
Product dimensions:
5.50(w) x 8.50(h) x 0.93(d)

Table of Contents

Public Communication Campaigns - William Paisley
The American Experience
Theory and Design
Theoretical Foundations of Campaigns - William McGuire
Audience as Listener and Learner, Teacher and Confidante - Brenda Dervin
The Sense-Making Approach
A Social Marketing Perspective on Communication Campaigns - Douglas S Solomon
Community Health Campaigns - Rina Alcalay and Shanaz Taplin
From Theory to Action
Formative Evaluation Research in Campaign Design - Charles Atkin and Vicki Freimuth
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E Rice and Dennis Foote
Three Models for Summative Evaluation of Prevention Campaigns with A Mass Media Component - Brian R Flay and Thomas D Cook
Experiences From the Field
Campaign Sampler Using Television to Promote Safety Belt Use - E Scott Geller
Singing the (VD) Blues - Bradley Greenberg and Walter Gantz
Freestyle, Revisited - Robert LaRose
The McGruff Crime Prevention Campaign - Garrett J O'Keefe and Kathaleen Reid
Family Planning Communication Campaigns in Developing Countries - Charles Atkin and Hendrika W J Mischke summary of chapter from 1st edition by - Ronald E Rice
Mass Campaigns in the People's Republic of China During the Mao Era - Liu summary of chapter from 1st edition by - Ronald E Rice
Smokey Bear - McNamara, Kurth and Hansen
The Great American Values Test - Sandra Ball-Rokeach and Milton Rokeach
Littering - Robert B Cialdini
When Every Litter Bit Hurts
Be Smart. Don't Start - Charles Atkin
The Strategic Extension Campaigns on Rat Control in Bangladesh - Ronny Adhikarya
Communication Campaigns to Prevent Cardiovascular Disease - June A Flora, Nathan Maccoby and John W Farquhar
The Stanford Studies
Political Campaigns - Robert G Meadow
The Potential Role of Persuasion in Adolescent Aids Prevention - Kathleen Reardon
Antismoking Campaigns - Alfred McAlister et al
Progress in the Application of Social Learning Theory
Channel Effectiveness in Development Communication Programs - Robert Hornik
Pro-Social Television for Development in India - Arvind Singhal and Everett M Rogers
Epilogue
Mass Media and Health Promotion - Lawrence Wallack
A Critical Perspective

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