Lee Yan Fong Library

Normal view MARC view ISBD view

Public communication campaigns / editors, Ronald E. Rice, Charles K. Atkin. - 4th ed. - Thousand Oaks, Calif. : SAGE, c2013. - xiii, 376 p. : ill. ; 24 cm.

Includes bibliographical references and index.

Overview and history. Theory and principles of public communication campaigns / Public communication campaigns : the American experience / Why can't we sell human rights like we sell soap? / Design and evaluation. Guidelines for formative evaluation research in campaign design / Systems based evaluation planning model for health communication campaigns in developing countries / Evaluating communication campaigns / Communication campaign effectiveness and effects : some critical distinctions / How effective are mediated health campaigns? A synthesis of meta analyses / Theory foundations. McGuire's classic input output framework for constructing persuasive messages / Sense making methodology as an approach to understanding and designing for campaign audiences : a turn to communicating communicatively / Inducing fear as a public communication strategy / Truth in advertising : social norms marketing campaigns to reduce college student drinking / Applying theory and evaluation. Go Sun Smart campaign : achieving individual and organizational change for occupational sun protection / Mass media campaign to increase condom use among high sensation seeking and impulsive decision making young adults / Public communication campaigns to promote organ donation : theory, design, and implementation / Transdisciplinary approaches for twenty first century ocean sustainability communication / Sociocognitive approaches for AIDS prevention : explicating the role of risk perceptions and efficacy beliefs in Malawi / Corporate social responsibility campaigns : what do they tell us about organization public relationships? / Designing digital games, social media, and mobile technologies to motivate and support health behavior change / Community partnership strategies in health campaigns / Closing the gaps in practice and in theory : evaluation of the scrutinize HIV campaign in South Africa / Rising tide of entertainment education in communication campaigns / Putting policy into health communication : the role of media advocacy / Charles K. Atkin, Ronald E. Rice -- William Paisley, Charles K. Atkin -- Robert C. Hornik -- Charles K. Atkin. Vicki Freimuth -- Ronald E. Rice, Dennis Foote -- Thomas V. Valente, Patchareeya P. Kwan -- Charles T. Salmon, Lisa Murray-Johnson -- Leslie B. Snyder, Jessica M. LaCroix -- William J. McGuire -- Brenda Dervin, Lois Foreman-Wernet -- Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson -- William Dejong, Sandi W. Smith -- David B. Buller ... [et.al] -- Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman -- Susan E. Morgan -- Ronald E. Rice, Julie A. Robinson -- Rajiv M. Rimal, Rupali Limaye -- Maureen Taylor -- Debra A. Lieberman -- Neil Bracht, Ronald E. Rice -- D. Lawrence Kincaid ... [et.al] -- Arvind Singhal, Hua Wang, Everett M. Rogers -- Lori Dorfman, Lawrence Wallack.

ISBN: 9781412987707 (pbk.) 1412987709 (pbk.)

LCCN: 2011048277

Subjects--Topical Terms:
Publicity.
Advertising, Public service.
Public relations.
Advocacy advertising.

LC Class. No.: HM1226 / P83 2013

Dewey Class. No.: 659