Public Communication Campaigns

Description

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.

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Other editions

• 

  Public Communication Campaigns

  • 1981-06-01
  • 313 pages
  • Paperback
  • SAGE Publications
• 

  Public Communication Campaigns

  • 2013
  • 393 pages
  • Paperback
  • SAGE
• 

  Public Communication Campaigns

  • 2001
  • 428 pages
  • Paperback
  • SAGE

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