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.

Formative Evaluation Research in Campaign Design

Formative Evaluation Research in Campaign Design

Formative evaluation research in campaign design
Charles K.Atkin, Vicki S.Freimuth

Public communication campaigns have achieved a mixed record of effectiveness in influencing health and prosocial behavior, as reflected by the array of cases cited in this book. A key determinant of success is the development of sophisticated strategies based on formative evaluation research.

Evaluation research seeks to answer questions about target audiences for a program or campaign, encompassing the collection of background information about audience orientations before initiating a campaign and assessment of the implementation and effectiveness during and after a campaign (Flay & Cook, 1989; see Chapter 6, this volume). According to Palmer (1981), formative research provides data and perspectives to improve messages during the course of creation. He divides this ...

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