Public Communication Campaigns

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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.