| Preface |
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| PART I: HISTORICAL AND THEORETICAL FOUNDATIONS |
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Public Communication Campaigns: The American Experience |
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3 | (19) |
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Input and Output Variables Currently Promising for Constructing Persuasive Communications |
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22 | (27) |
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Theory and Principles of Media Health Campaigns |
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49 | (20) |
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Sense-Making Methodology: Communicating Communicatively With Campaign Audiences |
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69 | (19) |
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Creating Fear in a Risky World: Generating Effective Health Risk Messages |
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88 | (17) |
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| PART II: CAMPAIGN DESIGN AND EVALUATION |
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Evaluating Communication Campaigns |
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105 | (20) |
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Formative Evaluation Research in Campaign Design |
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125 | (21) |
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A Systems-Based Evaluation Planning Model for Health Communication Campaigns in Developing Countries |
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146 | (22) |
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Communication Campaign Effectiveness: Critical Distinctions |
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168 | (13) |
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How Effective Are Mediated Health Campaigns? |
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181 | (12) |
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| PART III: LESSONS FROM THE FIELD |
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The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease |
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193 | (21) |
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Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming |
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214 | (17) |
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Public Relations as Communication Campaign |
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231 | (18) |
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Strategic Communication for International Health Programs |
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249 | (20) |
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| PART IV: A CAMPAIGN SAMPLER |
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269 | (4) |
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The McGruff Crime Prevention Campaign |
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273 | (3) |
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276 | (4) |
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Littering: When Every Litter Bit Hurts |
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280 | (3) |
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The Strategic Extension Campaigns on Rat Control in Bangladesh |
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283 | (3) |
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Mass Campaigns in the People's Republic of China During the Mao Era |
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286 | (4) |
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The Designated Driver Campaign |
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290 | (5) |
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RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus |
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295 | (5) |
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Sensation Seeking in Antidrug Campaign and Message Design |
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300 | (5) |
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The Cumulative Community Response to AIDS in San Francisco |
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305 | (4) |
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309 | (6) |
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The Nazi Antitobacco Campaign |
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315 | (8) |
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| PART V: NEW APPROACHES AND CURRENT CHALLENGES |
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Community Partnership Strategies in Health Campaigns |
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323 | (20) |
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The Entertainment-Education Strategy in Communication Campaigns |
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343 | (14) |
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A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15 |
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357 | (16) |
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Using Interactive Media in Communication Campaigns for Children and Adolescents |
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373 | (16) |
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Putting Policy Into Health Communication: The Role of Media Advocacy |
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389 | (14) |
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| Related References |
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403 | (4) |
| Index |
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407 | (12) |
| About the Authors |
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419 | |
Other versions by this Author
