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.
Sensation Seeking in Antidrug Campaign and Message Design
Sensation Seeking in Antidrug Campaign and Message Design
During the past 15 years, with the aid of a series of grants from the National Institute on Drug Abuse, we have developed an approach to audience targeting and message design that successfully addresses the vexing problem of reaching and persuading individuals to avoid risky and unhealthy behaviors. The approach, called SENTAR, revolves around sensation seeking as a particularly potent risk factor for drug use and other unhealthy behaviors and is theoretically based on an activation model of information exposure (Donohew, Lorch, & Palmgreen, 1998; Donohew, Palmgreen, & Duncan, 1980). In SENTAR, sensation seeking is used at three critical stages in media campaign design: (a) segmenting or ...
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