Public Communication CampaignsRonald E. Rice, Charles K. Atkin Sage Publications, 2001 - 428 pàgines A textbook or reader for courses in communication, journalism, public relations, advertising, mass media, and public health at the graduate or undergraduate level. Selections on political campaigns have been dropped from the first (1981) and second (no date noted) editions because of their increasin |
Continguts
Preface | 9 |
The American Experience | 11 |
Input and Output Variables Currently Promising | 22 |
Theory and Principles of Media Health Campaigns | 49 |
Evaluating Communication Campaigns | 105 |
Formative Evaluation Research in Campaign Design | 125 |
A SystemsBased Evaluation Planning Model for Health | 146 |
Critical Distinctions | 168 |
The McGruff Crime Prevention Campaign | 273 |
When Every Litter Bit Hurts | 280 |
Mass Campaigns in the Peoples Republic of China | 286 |
RU SURE? Using Communication Theory | 295 |
The Cumulative Community Response to AIDS in San Francisco | 305 |
The Nazi Antitobacco Campaign | 315 |
NEW APPROACHES AND CURRENT CHALLENGES | 321 |
The EntertainmentEducation Strategy | 343 |
How Effective Are Mediated Health Campaigns? | 181 |
Campaigns to Reduce | 193 |
Public Relations as Communication Campaign | 231 |
Strategic Communication for International Health Programs | 249 |
Singing the VD Blues | 269 |
A WebBased Smoking Cessation and Prevention Program | 357 |
Using Interactive Media in Communication Campaigns | 373 |
Related References | 403 |
About the Authors | 419 |
Copyright | |