Public Communication Campaigns
, by Ronald E. RiceNote: Supplemental materials are not guaranteed with Rental or Used book purchases.
- ISBN: 9780761922063 | 0761922067
- Cover: Paperback
- Copyright: 11/17/2000
This second edition of Public Communication Campaigns represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade's research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns.