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Klappentext Working from the premises that information campaigns and social marketing efforts represent attempts at planned social change and that it is insufficient to examine inherently social phenomena in a social vacuum! the contributors to this volume provide a social context for examining these domains. Interdisciplinary in approach! this volume represents a merging of the traditions of marketing and strategic communication. The first section! Campaigns and Social Structure! pays particular attention to the social context in which campaigns are designed! implemented and analyzed. Each chapter addresses a set of concerns campaign organizers face and! as a whole! illustrate the broad range of social concerns which campaigns address. The second section! The Campaign Process! addresses more tactical concerns pertaining to the underlying components of campaigns! namely audience research! planning! organization and implementation and evaluation. The eclectic treatment of campaigns serves to enhance the development of both the theory for and the theory of campaigns and imparts a broad understanding of the field for students and professionals in communication! political science and areas of related interest. Zusammenfassung Working from the premises that information campaigns and social marketing efforts represent attempts at planned social change and that it is insufficient to examine inherently social phenomena in a social vacuum! the contributors to this volume provide a social context for examining these domains. Inhaltsverzeichnis PART ONE: CAMPAIGNS AND SOCIAL STRUCTURECampaigns for Social Improvement - Charles T Salmon An Overview of Values! Rationales! and ImpactsCommunity Power and Leadership Analysis in Lifestyle Campaigns - John R Finnegan Jr! Neil Bracht and K ViswanathFamily Planning! Abortion and AIDS - Jane D Brown! Cynthia S Waszak and Kim Walsh Childers Sexuality and Communication CampaignsThe Knowledge-Behavior Gap in Public Information Campaigns - Robert Hornik A Development Communication ViewMedia Coverage and Social Movements - Clarice N Olien! Phillip J Tichenor and George A DonohueInformation and Power - Lana F Rakow Toward a Critical Theory of Information CampaignsCampaigns! Change and Culture - Richard W Pollay On the Polluting Potential of PersuasionPART TWO: THE CAMPAIGN PROCESSPublics! Audiences and Market Segments - James E Grunig Segmentation Principles for CampaignsMessage Strategies for Information Campaigns - Patricia G Devine and Edward R Hirt A Social Psychological AnalysisStrategies and Tactics in Political Campaigns - Garrett J O'KeefeEstimating the Magnitude of Threats to Validity of Information Campaign Effects - Steven H Chaffee! Connie Roser and June Flora ...
