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In this new, fully revised and expanded Third Edition, Rice and Katz provide readers with a comprehensive, uptodate 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. 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 antidrug campaigns. Third, the book's final section introduces a variety of recent campaign dimensions including communityoriented campaigns, entertainmenteducation campaigns, and Internet/Webbased 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.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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