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.

Theory and Principles of Media Health Campaigns

Theory and Principles of Media Health Campaigns

Theory and principles of media health campaigns
Charles K.Atkin

This chapter applies key concepts from the mass communication and social science literature to the design of effective campaign strategies in the health domain. First, an overview of macrocampaign issues is presented: identification of target audiences and target responses, utilization of different types of messages, selection of communication channels, and optimization of quantitative dissemination factors such as volume of stimuli, repetition of presentations, length of campaign, and scheduling of messages. Then, the basic conceptualization underlying message design and suggestions for devising the content, form, and style of messages are discussed: strategic selection of substantive material, mechanical construction of message components, and creative execution of stylistic features. The chapter reviews conventional practices ...

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