000			04894cam a2200301 i 4500
003			MIUC
005			20181023171155.0
008			111128s2013 caua 001 0 eng
020			_a9781412987707 (pbk.)
020			_a1412987709 (pbk.)
035			_a(OCoLC)ocn765486173
040			_aDLC _beng _cDLC _dYDX _dYDXCP _dBDX _dBWX _dIOJ _dCDX _dDLC _dMIUC
082	0	0	_a659
245	0	0	_aPublic communication campaigns / _ceditors, Ronald E. Rice, Charles K. Atkin.
250			_a4th edition.
260			_aLos Angeles, etc. : _bSAGE, _cc2013.
300			_axiii, 376 p. : _bill. b&w ; _c24 cm.
504			_aIncludes bibliographical references and index.
505	0	0	_tOverview and history. _tTheory and principles of public communication campaigns / _rCharles K. Atkin, Ronald E. Rice -- _tPublic communication campaigns : the American experience / _rWilliam Paisley, Charles K. Atkin -- _tWhy can't we sell human rights like we sell soap? / _rRobert C. Hornik -- _tDesign and evaluation. _tGuidelines for formative evaluation research in campaign design / _rCharles K. Atkin. Vicki Freimuth -- _tSystems based evaluation planning model for health communication campaigns in developing countries / _rRonald E. Rice, Dennis Foote -- _tEvaluating communication campaigns / _rThomas V. Valente, Patchareeya P. Kwan -- _tCommunication campaign effectiveness and effects : some critical distinctions / _rCharles T. Salmon, Lisa Murray-Johnson -- _tHow effective are mediated health campaigns? A synthesis of meta analyses / _rLeslie B. Snyder, Jessica M. LaCroix -- _tTheory foundations. _tMcGuire's classic input output framework for constructing persuasive messages / _rWilliam J. McGuire -- _tSense making methodology as an approach to understanding and designing for campaign audiences : a turn to communicating communicatively / _rBrenda Dervin, Lois Foreman-Wernet -- _tInducing fear as a public communication strategy / _rMarco C. Yzer, Brian G. Southwell, Michael T. Stephenson -- _tTruth in advertising : social norms marketing campaigns to reduce college student drinking / _rWilliam Dejong, Sandi W. Smith -- _tApplying theory and evaluation. _tGo Sun Smart campaign : achieving individual and organizational change for occupational sun protection / _rDavid B. Buller ... [et.al] -- _tMass media campaign to increase condom use among high sensation seeking and impulsive decision making young adults / _rPhilip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman -- _tPublic communication campaigns to promote organ donation : theory, design, and implementation / _rSusan E. Morgan -- _tTransdisciplinary approaches for twenty first century ocean sustainability communication / _rRonald E. Rice, Julie A. Robinson -- _tSociocognitive approaches for AIDS prevention : explicating the role of risk perceptions and efficacy beliefs in Malawi / _rRajiv M. Rimal, Rupali Limaye -- _tCorporate social responsibility campaigns : what do they tell us about organization public relationships? / _rMaureen Taylor -- _tDesigning digital games, social media, and mobile technologies to motivate and support health behavior change / _rDebra A. Lieberman -- _tCommunity partnership strategies in health campaigns / _rNeil Bracht, Ronald E. Rice -- _tClosing the gaps in practice and in theory : evaluation of the scrutinize HIV campaign in South Africa / _rD. Lawrence Kincaid ... [et.al] -- _tRising tide of entertainment education in communication campaigns / _rArvind Singhal, Hua Wang, Everett M. Rogers -- _tPutting policy into health communication : the role of media advocacy / _rLori Dorfman, Lawrence Wallack.
520			_aIn 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.
650		0	_aPublicity _9489
650		0	_aAdvertising, Public service _9490
650		0	_aPublic relations _9491
650		0	_aAdvocacy advertising _9492
700	1		_aRice, Ronald E. _4edt _9493
700	1		_aAtkin, Charles K. _4edt _9494
942			_2ddc _cBK