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Public Communication Campaigns

4th Edition

eISBN-13: 9781452289786

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In this fully revised and expanded Fourth Edition, Ronald E. Rice and Charles K. Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. Updated to reflect the latest theories and research, this text extends coverage to new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, condom use, ocean sustainability, fear messages, and digital games. Classic chapters include updates on topics such as campaign history, theoretical foundations, formative evaluation, systems approaches, input-output persuasion matrix, design and evaluation, meta-analysis, and sense-making methodology.

Sold By SAGE Publications
ISBNs 9781412987707, 1412987709, 9781412987707, 9781412987707, 9781452289786, 9781452255774, 1452289786
Language eng
Number of Pages 392
Edition 4th