Public Communication Campaigns
Berverly Hills: Sage (1981), 328 pp.
Contains bibliogr. pp. 293-313, index
ISBN 0-8039-1578-0
Other editions: 3rd ed. 2001
Signature commbox: 10-Development-E 1981
"Original essays define the scope of and show how to improve campaigns that promote public service programmes - among them, anti-smoking, family planning, heart disease prevention, and fire prevention campaigns. Academics, programme administrators, evaluators and policy makers show how to assess needs and goals, plan a campaign, evaluate its success, and select appropriate media." (Publisher description)
PART I: HISTORICAL AND THEORETICAL FOUNDATIONS
1 Public communication campaigns: the American experience / William Paisley, 15
2 Theoretical foundations of campaigns / William McGuire, 41
3 Mass communicating: changing conceptions of the audience / Brenda Dervin, 71
PART II: CAMPAIGN EXPERIENCES FROM THE FIELD
4 Antismoking campaigns: progress in developing efffective communications / Alfred McAlister, 91
5 Heart disease prevention: community studies / Nathan Maccoby and Douglas S. Solomon, 105
6 Family planning communication campaigns / Shahnaz Taplin, 127
7 Communication efforts to prevent wildfires / Eugene McNamara, Troy Kurth, and Donald Hansen, 143
8 Campaigns to affect energy behavior / Barbara Farhar-Pilgrim and Floyd Shoemaker, 161
9 Mass media in political campaigns / Steven Chaffee, 181
10 Mass campaigns in the People's Republic of China / Alan P.L. Liu, 199
PART III: PUTTING THEORY INTO PRACTICE
11 Putting theory into practice: Shaping persuasive messages with formative research / Edward Palmer, 227
12 Evaluation of mass media prevention campaigns / Brian R. Flay and Thomas D. Cook, 239
13 Mass media information campaign effectiveness / Charles Atkin, 265
14 A social marketing perspective on campaigns / Douglas S. Solomon, 281
1 Public communication campaigns: the American experience / William Paisley, 15
2 Theoretical foundations of campaigns / William McGuire, 41
3 Mass communicating: changing conceptions of the audience / Brenda Dervin, 71
PART II: CAMPAIGN EXPERIENCES FROM THE FIELD
4 Antismoking campaigns: progress in developing efffective communications / Alfred McAlister, 91
5 Heart disease prevention: community studies / Nathan Maccoby and Douglas S. Solomon, 105
6 Family planning communication campaigns / Shahnaz Taplin, 127
7 Communication efforts to prevent wildfires / Eugene McNamara, Troy Kurth, and Donald Hansen, 143
8 Campaigns to affect energy behavior / Barbara Farhar-Pilgrim and Floyd Shoemaker, 161
9 Mass media in political campaigns / Steven Chaffee, 181
10 Mass campaigns in the People's Republic of China / Alan P.L. Liu, 199
PART III: PUTTING THEORY INTO PRACTICE
11 Putting theory into practice: Shaping persuasive messages with formative research / Edward Palmer, 227
12 Evaluation of mass media prevention campaigns / Brian R. Flay and Thomas D. Cook, 239
13 Mass media information campaign effectiveness / Charles Atkin, 265
14 A social marketing perspective on campaigns / Douglas S. Solomon, 281
