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.

A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15

A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15

A web-based smoking cessation and prevention program for children aged 12 to 15
David B.Buller, W. GillWoodall, John R.Hall, RonBorland, BryanAx, MelissaBrown, Joan MarquardtHines

After many years of declining tobacco use, recent data show that the number of children who smoke is increasing (Flay, 1993; U.S. Department of Health and Human Services [DHHS], 1994). Moreover, children who smoke do not enroll in smoking cessation programs in large numbers, and programs attempting to increase cessation, as opposed to preventing the uptake of smoking, have generally failed (Prince, 1995).

In response to this increase in smoking and campaign failure, our research group, representing a collaboration between the AMC Cancer Research Center in Denver, Colorado, the University of ...

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