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.

America's Sacred Cow

America's Sacred Cow

America's sacred cow

A survey of print ads, conducted by Video Storyboard Tests, named it the most popular print campaign of the year. Stuart Elliott, advertising columnist for the New York Times, called it one of the 10 best campaigns of the year. It is a pop culture icon. Its posters are collected by teenagers. It has spawned a club with more than 40,000 members. It has been the source of spoofs and parodies on television and in magazines. Yes, it is the ‘Milk. Where's Your Mustache?’ campaign.

Why a Campaign for Milk?

Although milk consumption shows modest increases during the 1979 to 1997 period for which data are available (increasing from 21.9 billion pounds to 23.3 billion pounds) (Blisard, Blayney, Chandran, & Allshouse, 1999), ...

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