Summary
Contents
Subject index
In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First, an expanded "sampler" section including more recent, intriguing and controversial campaigns has been added. Second, more attention is given to specific practical implications and evaluation of campaigns, using examples from both AIDS and anti-drug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, and Internet/Web-based campaigns. This volume will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.
How Effective are Mediated Health Campaigns?
How Effective are Mediated Health Campaigns?
There has been much debate regarding whether mediated campaigns are effective or not and, if so, how useful they can be in changing behavior. Identification of the conditions under which campaigns have greater effects is valuable for both academics and practitioners. In addition, knowing the percentage of the target audience that a mediated health campaign can reasonably expect to affect given certain conditions would be advantageous when planning and evaluating a health campaign. Such data would help when setting realistic campaign goals, identifying campaigns that have better than average results, choosing message strategies, designing the evaluation, and deciding between different approaches to social change, such as information campaigns, enforcement, or counseling.
Snyder et al. ...
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