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In this 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.

Tartalomjegyzék:

Preface
PART I: HISTORICAL AND THEORETICAL FOUNDATIONS
1. Public Communication Campaigns: The American Experience - William J Paisley
2. Input and Output Variables Currently Promising for Constructing Persuasive Communications - William J. McGuire
3. Theory and Principles of Media Health Campaigns - Charles K Atkin
4. Sense-Making Methodology: Communicating Communicatively With Campaign Audiences - Brenda Dervin and Micheline Frenette
5. Creating Fear in a Risky World: Generating Effective Health Risk Messages - Michael T Stephenson and Kim Witte
PART II: CAMPAIGN DESIGN AND EVALUATION
6. Evaluating Communication Campaigns - Thomas W Valente
7. Formative Evaluation Research in Campaign Design - Charles K Atkin and Vicki S Freimuth
8. A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E Rice and Dennis R Foot
9. Communication Campaign Effectiveness: Critical Distinctions - Charles T Salmon and Lisa Murray-Johnson
10. How Effective Are Mediated Health Campaigns? - Leslie B Snyder
PART III: LESSONS FROM THE FIELD
11. The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease - June A Flora
12. Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming - Joseph N Cappella et al
13. Public Relations as Communication Campaign - David M Dozier, Larissa A Grunig and James E Grunig
14. Strategic Communication for International Health Programs - Phyllis Tilson Piotrow and D Lawrence Kincaid
PART IV: A CAMPAIGN SAMPLER - Bradley S Greenberg and Walter Gantz
15. Singing the (VD) Blues - Garrett J O'Keefe and Kathaleen Reid-Martinez
16. The McGruff Crime Prevention Campaign - Garrett J O'Keefe and Kathaleen Reid-Martinez
17. Smokey Bear - Ronald E Rice
18. Littering: When Every Litter Bit Hurts - Robert B. Cialdini
19. The Strategic Extension Campaigns on Rat Control in Bangladesh - Ronny Adhikarya
20. Mass Campaigns in the People's Republic of China during the Mao Era - Allan P L Liu
21. The Designated Driver Campaign - Jay A Winsten and William DeJong
22. RU Sure? Using Communication Theory to Reduce Dangerous Drinking on a College Campus - Linda C Lederman et al
23. Sensation Seeking in Antidrug Campaign and Message Design - Philip Palmgreen, Lewis Donohew and Nancy Grant Harrington
24. The Cumulative Community Response to AIDS in San Francisco - James W Dearing
25. America's Sacred Cow - Matilda Butler
26. The Nazi Antitobacco Campaign - Robert Proctor
PART V: NEW APPROACHES AND CURRENT CHALLENGES
27. Community Partnership Strategies in Health Campaigns - Neil Bracht
28. The Entertainment-Education Strategy in Commuication Campaigns - Arvind Singhal and Everett M Rogers
29. A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15 - David B Buller et al
30. Using Interactive Media in Communication Campaigns for Children and Adolescents - Debra A Lieberman
31. Putting Policy into Health Communication: The Role of Media Advocacy - Lawrence Wallack and Lori Dorfman
Related References
Index
About the Authors