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Public communication campaigns

Author: Ronald E Rice; Charles K Atkin
Publisher: Los Angeles, CA [etc.] : Sage Publications, cop. 2013 [i.e. 2012]
Edition/Format:   Print book : English : 4th edView all editions and formats

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  Read more...


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Document Type: Book
All Authors / Contributors: Ronald E Rice; Charles K Atkin
ISBN: 9781412987707 1412987709
OCLC Number: 795908261
Description: XIII, 376 p. : ill. ; 24 cm.
Contents: SECTION I. OVERVIEW AND HISTORYTheory and Principles of Public Communication Campaigns - Charles K. Atkin, Ronald E. RicePublic Communication Campaigns--The American Experience - William Paisley, Charles K. AtkinWhy Can't We Sell Human Rights Like We Sell Soap? - Robert HornikSECTION II. DESIGN AND EVALUATIONGuidelines for Formative Evaluation Research in Campaign Design - Charles K. Atkin, Vicki FreimuthA Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E. Rice, Dennis FooteEvaluating Communication Campaigns - Thomas W. Valente, Patchareeya P. KwanCommunication Campaign Effectiveness and Effects: Some Critical Distinctions - Charles T. Salmon, Lisa Murray-JohnsonHow Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses - Leslie B. Snyder, Jessica M. LaCroixSECTION III. THEORY FOUNDATIONSMcGuire's Classic Input-Output Framework for Constructing Persuasive Messages - William J. McGuireSense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively - Brenda Dervin, Lois Foreman-WernetInducing Fear as a Public Communication Campaign Strategy - Marco C. Yzer, Brian G. Southwell, Michael T. StephensonTruth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking - William DeJong, Sandi W. SmithSECTION IV. APPLYING THEORY AND EVALUATIONThe 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. CutterA 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. ZimmermanPublic Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation - Susan E. MorganTransdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication - Ronald E. Rice, Julie A. RobinsonSociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi - Rajiv N. Rimal, Rupali LimayeCorporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships? - Maureen TaylorDesigning Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change - Debra A. LiebermanCommunity Partnership Strategies in Health Campaigns - Neil Bracht, Ronald E. RiceClosing 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 FigueroaThe Rising Tide of Entertainment-Education in Communication Campaigns - Arvind Singhal, Hua Wang, Everett M. RogersPutting Policy into Health Communication: The Role of Media Advocacy - Lori Dorfman, Lawrence Wallack
Responsibility: ed. Ronald E. Rice, Charles K. Atkin.


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