Public Communication Campaigns | 4th edition

by Ronald E. Rice and Charles K. Atkin

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Publisher	SAGE Publications Ltd
Language	English
Book type	Paperback
Utgiven	2012-03-06
Edition	4
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Pages	376
ISBN	9781412987707
Kategori(er)	Media & Communication

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Description

In this new, fully revised and expanded fourth edition, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Moreover, the rise of new media has expanded the array of strategies for designing and implementing campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, use of condoms, ocean sustainability, fear messages, and digital games. Classic chapters are updated, on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.

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