Public Communication Campaigns

This second edition of Public Communication Campaigns represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade's research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns.

Public Communication Campaigns - William Paisley The American ExperienceTheory and DesignTheoretical Foundations of Campaigns - William McGuireAudience as Listener and Learner, Teacher and Confidante - Brenda Dervin The Sense-Making ApproachA Social Marketing Perspective on Communication Campaigns - Douglas S SolomonCommunity Health Campaigns - Rina Alcalay and Shanaz Taplin From Theory to ActionFormative Evaluation Research in Campaign Design - Charles Atkin and Vicki FreimuthA Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E Rice and Dennis FooteThree Models for Summative Evaluation of Prevention Campaigns with A Mass Media Component - Brian R Flay and Thomas D CookExperiences From the FieldCampaign Sampler Using Television to Promote Safety Belt Use - E Scott GellerSinging the (VD) Blues - Bradley Greenberg and Walter GantzFreestyle, Revisited - Robert LaRoseThe McGruff Crime Prevention Campaign - Garrett J O¿Keefe and Kathaleen ReidFamily Planning Communication Campaigns in Developing Countries - Charles Atkin and Hendrika W J Mischkesummary of chapter from 1st edition by - Ronald E RiceMass Campaigns in the People¿s Republic of China During the Mao Era - Liusummary of chapter from 1st edition by - Ronald E RiceSmokey Bear - McNamara, Kurth and HansenThe Great American Values Test - Sandra Ball-Rokeach and Milton RokeachLittering - Robert B Cialdini When Every Litter Bit HurtsBe Smart. Don¿t Start - Charles AtkinThe Strategic Extension Campaigns on Rat Control in Bangladesh - Ronny AdhikaryaCommunication Campaigns to Prevent Cardiovascular Disease - June A Flora, Nathan Maccoby and John W Farquhar The Stanford StudiesPolitical Campaigns - Robert G MeadowThe Potential Role of Persuasion in Adolescent Aids Prevention - Kathleen ReardonAntismoking Campaigns - Alfred McAlister et al Progress in the Application of Social Learning TheoryChannel Effectiveness in Development Communication Programs - Robert HornikPro-Social Television for Development in India - Arvind Singhal and Everett M RogersEpilogueMass Media and Health Promotion - Lawrence Wallack A Critical Perspective