Organizational Aspects of Health Communication Campaigns - What Works?

How do organizations such as universities, television and radio networks, advertising agencies, voluntary groups, community and government agencies collaborate to make a successful campaign? How do organizational dynamics or structures influence campaign outcomes? This book explores these questions by bringing together campaign experts and leading management scientists to investigate the organizational dimensions of some of the most high-profile health campaigns in the United States.

List of contents

Introduction
Partnership for a Drug-Free America - Thomas E Backer and Ginna Marston
An Experiment in Social Marketing
Commentary - Robert T Golembiewski
Project STAR - Mary Ann Pentz and Thomas W Valente
A Substance-Abuse Prevention Campaign in Kansas City
Commentary - Leonard D Goodstein
Turkey¿s Mass Media Family Planning Campaign - D Lawrence Kincaid et al
Commentary - David Krackhardt
The Stanford Five-City Heart Disease Prevention Project - June A Flora with Darius Jatilus et al
Commentary - Peter B Vaill
Diffusion and Re-Invention of Project DARE - Everett M Rogers
Commentary - Mark Kiefaber
The Harvard Alcohol Project - Kathryn C Montgomery
Promoting the Designated Driver on Television
Commentary - Jean M Bartunek
Synthesis

Product details

• Authors: Thomas E. Backer, Thomas E. Rogers Backer
• Assisted by: Thomas E Backer (Editor), Thomas E. Backer (Editor), Everett M Rogers (Editor), Everett M. Rogers (Editor), Rogers Everett M. (Editor)
• Publisher: Sage Publications Ltd
• Languages: English
• Product format: Paperback / Softback
• Released: 23.07.1993
• EAN: 9780803949980
• ISBN: 978-0-8039-4998-0
• No. of pages: 250
• Subjects: Guides > Health; Natural sciences, medicine, IT, technology > Medicine > General; Social sciences, law, business > Media, communication > Communication science; MEDICAL / Health Care Delivery, LANGUAGE ARTS & DISCIPLINES / Communication Studies, Communication Studies, Health systems & services, Health systems and services, Health Communication