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.

The Strategic Extension Campaigns on Rat Control in Bangladesh1

The Strategic Extension Campaigns on Rat Control in Bangladesh1

The strategic extension campaigns on rat control in Bangladesh

A strategic extension campaign in Bangladesh, organized and implemented in 1983 and 1984, produced massive behavior change among farmers in adopting methods to reduce the prevalence of and damage caused by rats (Adhikarya & Posamentier, 1987). As in many Asian countries, rats in Bangladesh were destroying large amounts of grain, about 10% of the standing wheat crop yearly, and damaging physical structures such as irrigation systems, wiring, and buildings. Farmers had taken little action because the responsibility for such problems had traditionally been placed in the hands of government, inexpensive rodenticides were not easily available, and there was little cultural precedent for village and community collaboration in controlling ...

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