Organizational Aspects of Health Communication Campaigns: What Works?

Organizational Aspects of Health Communication Campaigns: What Works?


Edited by Thomas E. Backer, Edited by Everett M. Rogers

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  • Publisher: SAGE Publications Inc
  • Format: Paperback | 250 pages
  • Dimensions: 142mm x 218mm x 17mm | 358g
  • Publication date: 23 July 1993
  • Publication City/Country: Thousand Oaks
  • ISBN 10: 0803949987
  • ISBN 13: 9780803949980
  • Edition: 2
  • Edition statement: Will Be Reissue.
  • Illustrations note: 1, black & white illustrations

Product description

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.

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Table 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