Synopses & Reviews
Synopsis
The third edition of Public Communication Campaigns continues this tradition, bringing to bear the continual advances -- and challenges -- in campaign theorizing and research over the past decade. Original chapters from the first edition are significantly revised, providing a fuller body of research and experience.
Table of Contents
Public communication campaigns : the American experience /William J. Paisley --Input and output variables currently promising for constructing persuasive communications /William J. McGuire --Theory and principles of media health campaigns /Charles K. Atkin --Sense-making methodology : communicating communicatively with campaign audiences /Brenda Dervin and Micheline Frenette --Creating fear in a risky world : generating effective health risk messages /Michael T. Stephenson and Kim Witte --Evaluating communication campaigns /Thomas W. Valente --Formative evaluation research in campaign design /Charles K. Atkin and Vicki S. Freimuth --Systems-based evaluation planning model for health communication campaigns in developing countries /Ronald E. Rice and Dennis R. Foote --Communication campaign effectiveness : critical distinctions /Charles T. Salmon and Lisa Murray-Johnson --How effective are mediated health campaigns? /Leslie B. Snyder --Stanford community studies : campaigns to reduce cardiovascular disease /June A. Flora --Using theory to select messages in antidrug media campaigns : reasoned action and media priming /Joseph N. Cappella ... et al. --Public relations as communication campaign /David M. Dozier, Larissa A. Grunig, and James E. Grunig.