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.

Evaluating Communication Campaigns

Evaluating Communication Campaigns

Evaluating communication campaigns
Thomas W.Valente

Communication campaign evaluation represents an exciting and challenging field of research that provides the opportunity to improve programs and conduct theoretically interesting research. Although public communication campaigns are exciting to create and conceptualize, their true worth is not measured by the degree people like them or whether implementers “feel” a campaign has succeeded but, rather, in the program's influence on the communities and stakeholders it is created to benefit.

This chapter provides an introduction to communication campaign evaluation. It presents an evaluation framework that delineates the steps in the evaluation process and presents study designs used to conduct evaluation research. The importance of specifying a theoretical basis for an evaluation is stressed. The chapter distinguishes evaluation procedures based on sample ...

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