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.

Input and Output Variables Currently Promising for Constructing Persuasive Communications1

Input and Output Variables Currently Promising for Constructing Persuasive Communications1

Input and output variables currently promising for constructing persuasive communications
William J.McGuire

A pervasive error in evaluating a program or agency is to judge it by the effort expended rather than by the effect produced. Shakespeare referred to this hazard in Henry IV, Part I, when Glendower brags, “I can call spirits from the vasty deep,” only to be deflated by Hotspur's reply, “So can I, or so can any man; but will they come when you do call for them?” This chapter will keep Hotspur's question in mind by reporting not what variables are currently used in persuasion campaigns but rather which variables should be used if one's public persuasion campaign is to have impact.

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