Ronald E Rice; Charles K Atkin
|描述：||xiii, 376 pages : illustrations ; 24 cm|
|内容：||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 C. Hornik --
Design and evaluation. Guidelines for formative evaluation research in campaign design / Charles K. Atkin. Vicki Freimuth --
Systems based evaluation planning model for health communication campaigns in developing countries / Ronald E. Rice, Dennis Foote --
Evaluating communication campaigns / Thomas V. 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 --
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 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 --
Applying theory and evaluation. Go Sun Smart campaign : achieving individual and organizational change for occupational sun protection / David B. Buller [and others] --
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 M. 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 [and others] --
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.
|责任：||editors, Ronald E. Rice, Charles K. Atkin.|
Provides readers with a comprehensive look into the field of public communication campaigns. This title features chapters 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.
- Advertising, Public service.
- Public relations.
- Advocacy advertising.
- Communication de masse.
- Intérêt public.
- Education sanitaire.
- Santé publique.
- Comportement social.
- Etudes de cas.
- Institutionell reklam.