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Item Details
| Title:
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PUBLIC COMMUNICATION CAMPAIGNS
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| By: |
Ronald E. Rice (Editor), Charles K. Atkin (Editor) |
| Format: |
Paperback |
| List price:
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£46.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0803932634 |
| ISBN 13: |
9780803932630 |
| Publisher: |
SAGE PUBLICATIONS INC |
| Pub. date: |
1 June, 1989 |
| Edition: |
2nd Revised edition |
| Pages: |
416 |
| Description: |
This second edition of Public Communication Campaigns represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade's research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns. |
| Synopsis: |
This second edition of Public Communication Campaigns represents a major revision and establishes new parameters in campaign research. Original chapters are significantly revised in the light of a decade's research and experience. New chapters sketch eleven notable campaigns and their implications; provide a tutorial on formative evaluation; discuss community campaigns; analyse the conduct of political campaigns; suggest uses of persuasion in adolescent AIDS prevention campaigns; analyze critically alternative channel effectiveness hypotheses; study a remarkable pro-social soap opera in India; and challenge some of the basic assumptions about the role of mass media in campaigns. |
| Publication: |
US |
| Imprint: |
SAGE Publications Inc |
| Returns: |
Non-returnable |
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