xiii, 376 p. : ill. ; 24 cm.

Machine generated contents note: pt. I Overview and History -- 1.Theory and Principles of Public Communication Campaigns / Ronald E. Rice -- 2.Public Communication Campaigns---The American Experience / Charles K. Atkin -- 3.Why Can't We Sell Human Rights Like We Sell Soap? / Robert C. Hornik -- pt....

Contents note continued: 10.Sense-Making Methodology as an Approach to Understanding and Designing for Campaign Audiences: A Turn to Communicating Communicatively / Lois Foreman-Wernet -- 11.Inducing Fear as a Public Communication Campaign Strategy / Michael T. Stephenson -- 12.Truth in Advertising:...

Contents note continued: 17.Sociocognitive Approaches for AIDS Prevention: Explicating the Role of Risk Perceptions and Efficacy Beliefs in Malawi / Rupali Limaye -- 18.Corporate Social Responsibility Campaigns: What Do They Tell Us About Organization-Public Relationships? / Maureen Taylor -- 19.Des...