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.
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语言 英语 ● 格式 PDF ● ISBN 9781452255774 ● 编辑 Charles K. (Michigan State University, USA) Atkin & Ronald E. (University of California, Santa Barbara, USA) Rice ● 出版者 SAGE Publications US ● 发布时间 2012 ● 下载 6 时 ● 货币 EUR ● ID 5352253 ● 复制保护 Adobe DRM
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