Public Communication Campaigns or Advanced Financial Accounting

Public Communication Campaigns

Author: Charles K Atkin

In this new, fully revised and expanded third edition, Rice and Atkin 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. Furthermore, 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.

Booknews

A textbook or reader for courses in communication, journalism, public relations, advertising, mass media, and public health at the graduate or undergraduate level. Selections on political campaigns have been dropped from the first (1981) and second (no date noted) editions because of their increasingly specialized nature. The remaining themes are historical and theoretical foundations, campaign design and evaluation, lessons from the field, a campaign sampler, and new approaches and current challenges. Most of the case studies are public health campaigns. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

	Preface
1	Public Communication Campaigns: The American Experience	3
2	Input and Output Variables Currently Promising for Constructing Persuasive Communications	22
3	Theory and Principles of Media Health Campaigns	49
4	Sense-Making Methodology: Communicating Comunicatively With Campaign Audiences	69
5	Creating Fear in a Risky World: Generating Effective Health Risk Messages	88
6	Evaluating Communication Campaigns	105
7	Formative Evaluation Research in Campaign Design	125
8	A Systems-Based Evaluation Planning Models for Health Communication Campaigns in Developing Countries	146
9	Communication Campaign Effectiveness: Critical Distinctions	168
10	How Effective Are Mediated Health Campaigns?	181
11	The Stanford Community Studies: Campaigns to Reduce Cardiovascular Disease	193
12	Using Theory to Select Messages in Antidrug Media Campaigns: Reasoned Action and Media Priming	214
13	Public Relations as Communication Campaign	231
14	Strategic Communication for International Health Programs	249
15	Singing the (VD) Blues	269
16	The McGruff Crime Prevention Campaign	273
17	Smokey Bear	276
18	Littering: When Every Litter Bit Hurts	280
19	The Strategic Extension Campaigns on Rat Control in Bangladesh	283
20	Mass Campaigns in the People's Republic of China During the Mao Era	286
21	The Designated Driver Campaign	290
22	RU SURE? Using Communication Theory to Reduce Dangerous Drinking on a College Campus	295
23	Sensation Seeking in Antidrug Campaign and Message Design	300
24	The Cumulative Community Response to AIDS in San Francisco	305
25	America's Sacred Cow	309
26	The Nazi Antitobacco Campaign	315
27	Community Partnership Strategies in Health Campaigns	323
28	The Entertainment-Education Strategy in Communication Campaigns	343
29	A Web-Based Smoking Cessation and Prevention Program for Children Aged 12 to 15	357
30	Using Interactive Media in Communication Campaigns for Children and Adolescents	373
31	Putting Policy Into Health Communication: The Role of Media Advocacy	389
	Related References	403
	Index	407
	About the Authors	419

Book review:

Advanced Financial Accounting

Author: Ronald J Huefner

Advanced Financial Accounting, 10e is designed to serve either the undergraduate or graduate level of advanced accounting. It features logical structure and careful explanation of complex topics to enhance instructor teachability and student comprehension. The text provides complete coverage of accounting and reporting for mergers and acquisitions, including business valuation, consolidated financial statements, foreign currency translation and transactions, derivative financial instruments, state and local governments, not-for-profits, partnerships, and bankruptcy.