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Public Communication Campaigns

Public Communication Campaigns

Edited by:

June 1989 | 416 pages | SAGE Publications, Inc
In 1981 the first edition of Public Communication Campaigns effectively presented the state of the art in public communication campaigns. Program managers, policymakers, administrators, and evaluators brought together valuable perspectives on influencing public knowledge, attitudes, and behavior. The second 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. Relevant case studies such as the Stanford Heart Disease Prevention Project and studies of cancer and antismoking campaigns serve to broaden and enrich these discussions. New chapters include a highly innovative campaign sampler that sketches 11 notable campaigns and their implications, and provides historical context for more recent studies. Here is a tutorial on formative evaluation, a discussion of community campaigns, a systems-based evaluation planning methodology, an evaluation of television soap operas as campaign tools, and timely analyses of the conduct of political campaigns and the use of persuasion in adolescent AIDS prevention campaigns. An insightful closing chapter by Larry Wallack challenges some of the basic campaign assumptions about the role of mass media. Like its enlightening predecessor, this volume will play an important role in communication efforts to improve the lives of individuals and society by scholars, policy makers, researchers, practitioners, planners, and evaluators. "Most readers will find the book valuable. . . . The book's scope guarantees some sustenance for all. . . . It packages some impressive pieces by researchers of theoretical and methodological sophistication who have applied their expertise to specific problems. . . . For those interested in the present state of thinking about public communication campaigns, this volume is most useful." --Canadian Journal of Communication

William Paisley
Public Communication Campaigns
The American Experience

Theory and Design
William McGuire
Theoretical Foundations of Campaigns
Brenda Dervin
Audience as Listener and Learner, Teacher and Confidante
The Sense-Making Approach

Douglas S Solomon
A Social Marketing Perspective on Communication Campaigns
Rina Alcalay and Shanaz Taplin
Community Health Campaigns
From Theory to Action

Charles Atkin and Vicki Freimuth
Formative Evaluation Research in Campaign Design
Ronald E Rice and Dennis Foote
A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries
Brian R Flay and Thomas D Cook
Three Models for Summative Evaluation of Prevention Campaigns with A Mass Media Component
Experiences From the Field
E Scott Geller
Campaign Sampler Using Television to Promote Safety Belt Use
Bradley Greenberg and Walter Gantz
Singing the (VD) Blues
Robert LaRose
Freestyle, Revisited
Garrett J O'Keefe and Kathaleen Reid
The McGruff Crime Prevention Campaign
Charles Atkin and Hendrika W J Mischke
Family Planning Communication Campaigns in Developing Countries
Ronald E Rice
summary of chapter from 1st edition by
Mass Campaigns in the People's Republic of China During the Mao Era
Ronald E Rice
summary of chapter from 1st edition by
McNamara, Kurth and Hansen
Smokey Bear
Sandra Ball-Rokeach and Milton Rokeach
The Great American Values Test
Robert B Cialdini
When Every Litter Bit Hurts

Charles Atkin
Be Smart. Don't Start
Ronny Adhikarya
The Strategic Extension Campaigns on Rat Control in Bangladesh
June A Flora, Nathan Maccoby and John W Farquhar
Communication Campaigns to Prevent Cardiovascular Disease
The Stanford Studies

Robert G Meadow
Political Campaigns
Kathleen Reardon
The Potential Role of Persuasion in Adolescent Aids Prevention
Alfred McAlister et al
Antismoking Campaigns
Progress in the Application of Social Learning Theory

Robert Hornik
Channel Effectiveness in Development Communication Programs
Arvind Singhal and Everett M Rogers
Pro-Social Television for Development in India
Lawrence Wallack
Mass Media and Health Promotion
A Critical Perspective


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ISBN: 9780803932630