Includes bibliographical references and index.

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

In this new, fully revised and expanded Fourth Edition, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns.
The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Moreover, the rise of new media has expanded the array of strategies for designing and implementing campaigns.

Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, use of condoms, ocean sustainability, fear messages, and digital games. Classic chapters are updated, on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.