Public Communication Campaigns

by Ronald E. Rice (editor), Charles K. Atkin (Editor)

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.

Genres: Business

416 pages, Paperback

First published June 1, 1981