Public Communication Campaigns
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Product details:
- Edition number Fourth Edition
- Publisher SAGE Publications, Inc
- Date of Publication 8 May 2012
- ISBN 9781412987707
- Binding Paperback
- No. of pages392 pages
- Size 231x187 mm
- Language English 0
Categories
Short description:
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.
MoreLong description:
In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.
MoreTable 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. LaCroix
SECTION III. THEORY FOUNDATIONS
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
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
Public Communication Campaigns
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