Public Communication Campaigns Book

SECTION I. OVERVIEW AND HISTORY Theory and Principles of Public Communication Campaigns - Charles K. Atkin, Ronald E. Rice Public Communication Campaigns—The American Experience - William Paisley, Charles K. Atkin Why Can't We Sell Human Rights Like We Sell Soap? - Robert Hornik SECTION II. DESIGN AND EVALUATION Guidelines for Formative Evaluation Research in Campaign Design - Charles K. Atkin, Vicki Freimuth A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries - Ronald E. Rice, Dennis Foote Evaluating Communication Campaigns - Thomas W. Valente, Patchareeya P. Kwan Communication Campaign Effectiveness and Effects: Some Critical Distinctions - Charles T. Salmon, Lisa Murray-Johnson How Effective Are Mediated Health Campaigns? A Synthesis of Meta-Analyses - Leslie B. Snyder, Jessica M. La Croix SECTION III. THEORY FOUNDATIONS Mc Guire's Classic Input-Output Framework for Constructing Persuasive Messages - William J. Mc Guire Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively - Brenda Dervin, Lois Foreman-Wernet Inducing Fear as a Public Communication Campaign Strategy - Marco C. Yzer, Brian G. Southwell, Michael T. Stephenson Truth in Advertising: Social Norms Marketing Campaigns to Reduce College Student Drinking - William De Jong, Sandi W. Smith SECTION IV. APPLYING THEORY AND EVALUATION The Go Sun Smart Campaign: Achieving Individual and Organizational Change for Occupational Sun Protection - David B. Buller, Barbara J. Walkosz, Peter A. Andersen, Michael D. Scott, Mark B. Dignan, Gary R. Cutter A Mass Media Campaign to Increase Condom Use Among High Sensation-Seeking and Impulsive Decision-Making Young Adults - Philip C. Palmgreen, Seth M. Noar, Rick S. Zimmerman Public Communication Campaigns to Promote Organ Donation: Theory, Design, and Implementation - Susan E. Morgan Transdisciplinary Approaches for Twenty-First Century Ocean Sustainability Communication - Ronald E. Rice, Julie A. Robinson Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi - Rajiv N. Rimal, Rupali Limaye Corporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships? - Maureen Taylor Designing Digital Games, Social Media, and Mobile Technologies to Motivate and Support Health Behavior Change - Debra A. Lieberman Community Partnership Strategies in Health Campaigns - Neil Bracht, Ronald E. Rice Closing the Gaps in Practice and in Theory: Evaluation of the Scrutinize HIV Campaign in South Africa - D. Lawrence Kincaid, Richard Delate, Douglas Storey, Maria Elena Figueroa The Rising Tide of Entertainment-Education in Communication Campaigns - Arvind Singhal, Hua Wang, Everett M. Rogers Putting Policy into Health Communication: The Role of Media Advocacy - Lori Dorfman, Lawrence Wallack