Prologue: Public communication campaigns: the American experience -- Theory and design: Theoretical foundations of campaigns -- Audience as listener and learner, teacher and confidante: the sense-making approach -- A social marketing perspective on communication campaigns -- Community health campaigns: from theory to action -- Formative evaluation research in campaign design -- A systems-based evaluation planning model for health communication campaigns in developing countries -- Three models for summative evaluation of prevention campaigns with a mass media component -- Experiences from the field: Campaign sampler -- Communication campaigns to prevent cardiovascular disease: the standord community studies -- Political campaigns -- The potential role of persuasion in adolescent AIDS prevention -- Antismoking campaigns: progress in the application of social learning theory -- Channel effectiveness in development communication programs -- Prosocial television for development in India -- Epilogue: Mass communication and health promotion: a critical perspective

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