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 Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries1

A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries1

A systems-based evaluation planning model for health communication campaigns in developing countries
Ronald E.Rice, Dennis R.Foote

Systematic evaluation of health and nutrition communication campaigns in less developed countries is of paramount importance because poor health conditions continue to stifle human and national potential, high levels of governmental and individual resources are involved, and the cumulative knowledge about how to design communication interventions effectively in such settings is inconsistent. This chapter presents a systems-theoretic framework for planning evaluations of health communication campaigns in less developed countries, to identify relevant variables and processes, and to facilitate more effective and focused efforts.

AUTHORS; NOTE: We acknowledge the contributions of the following members of the Stanford project team: Carl Kendall, ...

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