Public Communication Campaigns

In this new fully revised and expanded Third Edition Rice and Katz provide readers with a comprehensive up-to-date look into the field of public communication campaigns. Largely rewritten to reflect the latest theories and research this text continues in the tradition of ongoing improvement and expansion into new areas. This Third Edition contains several new features. First an expanded sampler section including more recent intriguing and controversial campaigns has been added. Second more attention is given to specific practical implications and evaluation of campaigns using examples from both AIDS and anti-drug campaigns. Third the book''s final section introduces a variety of recent campaign dimensions including community-oriented campaigns entertainment-education campaigns and Internet/Web-based campaigns.This volume will be a valuable resource for both students and researchers in the fields of communication journalism public relations mass media advertising and public health programs.