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English - 393 pages - ISBN-10: 1412987709 - ISBN-13: 9781412987707

5/5 by 79 votes

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In this new, fully revised and expanded Fourth Edition, Rice and Atkin provide readers with a comprehensive, up-to-date look into the field of public communication campaigns. The subject of campaigns has become increasingly high profile in the academic world in the decade since the last edition, and hundreds of new studies on campaign theory and practice have been published since 2001. Moreover, the rise of new media has expanded the array of strategies for designing and implementing campaigns. Largely rewritten to reflect the latest theories and research, this text continues in the tradition of ongoing improvement and expansion into new areas, including sun protection, organ donation, human rights, social norms, corporate social responsibility, use of condoms, ocean sustainability,fear messages, and digital games. Classic chapters are updated, 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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Reviews

Anonymous

John Johnson

Very good book...U will get to understand him so much better.

Ben Walker

Exciting to read and hard to put down

Samantha Johnson

It was damn awesome, sweet, the way of describing the romance was just marvellous

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