| Description |
328 pages ; 23 cm |
| Contents |
Historical and theoretical foundations: Public communication campaigns / William Paisley. Theoretical foundations of campaigns / William McGuire. Mass communicating / Brenda Dervin -- Campaign experiences from the field: Antismoking campaigns / Alfred McAlister. Heart disease prevention / Nathan Maccoby and Douglas S. Solomon. Family planning communication campaigns / Shahnaz Taplin. Communication efforts to prevent wildfires / Eugene McNamara, Troy Kurth, and Donald Hansen. Campaigns to affect energy behavior / Barbara Farhar-Pilgrim and Floyd Shoemaker. Mass media in political campaigns / Steven Chaffee. Mass campaigns in the People's Republic of China / Alan P.L. Liu -- Putting theory into practice: Shaping persuasive messages with formative research / Edward Palmer. Evaluation of mass media prevention campaigns / Brian R. Flay and Thomas D. Cook. Mass media information campaign effectiveness / Charles Atkin. A social marketing perspective on campaigns / Douglas S. Solomon |
| Analysis |
Public service advertising |
| Notes |
Includes index |
| Bibliography |
Bibliography: pages 293-313 |
| Subject |
Government publicity -- United States -- Addresses, essays lectures
|
|
Government publicity -- United States.
|
|
Mass media -- Social aspects -- History.
|
|
Mass media -- Social aspects -- United States.
|
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Propaganda.
|
| Author |
Paisley, William J.
|
|
Rice, Ronald E.
|
| LC no. |
81002706 |
| ISBN |
0803915780 |
|
0803919239 (paperback) |
|
