C58. Rice, R. E.
& Atkin, C. K. (2011).
Communication
campaigns. Oxford Bibliographies Online (Communication). DOI:
10.1093/OBO/9780199756841-0055.
28pp. http://www.oxfordbibliographiesonline.com/view/document/obo-9780199756841/obo-9780199756841-0055.xml?rskey=y5vNed&result=6&q=
Public
communication
campaigns encompass
strategies for
producing effects on the knowledge, attitudes, and behavior of large
populations across a variety of domains, including political,
pro-social,
environmental, and health outcomes. Public communication campaigns can
be
broadly defined as purposive attempts to inform, persuade, or motivate
behavior
changes in a relatively well-defined and large audience, generally for
noncommercial benefits to the individuals and/or society at large,
typically
within a given time period, by means of organized communication
activities
involving mass and online/interactive media, and often complemented by
interpersonal support. The following sections provide selected
annotated
citations (books, book chapters, articles, and websites) in the general
order of the
stages involved in developing and implementing communication campaigns:
General
Overviews (texts, reviews, and guides), Journals, Theory, Social
Marketing,
Design (messages, media, and audiences), New Media, Formative
Evaluation, Implementation
(planning and managing), Campaign Issues (Community, Media Advocacy),
Health
(health issues), HIV/AIDS, Nutrition (including obesity), Drugs (drugs
and
alcohol), Smoking, Human Rights, Environment, and Evaluation.
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