Health Behavior Research and Communication Campaigns

  • James W. Swinehart


Mass media communication campaigns on health topics typically involve the use of television, radio, newspapers, magazines, and other media to convey information or to provide motivation for various actions. Although a large number of such campaigns have been conducted by various governmental, commercial, and voluntary organizations, questions remain about their overall effectiveness and the relative value of their different elements (e.g., Atkin & Arkin, 1990; Brown & Walsh-Childers, 1994; Flay, 1987; Rice & Atkin, 1994; Vingilis & Coultes, 1990; Wallack, Dorfman, Jernigan, & Themba, 1993).


Target Audience Communication Campaign Minnesota Department Public Service Announcement Fear Appeal 
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Copyright information

© Springer Science+Business Media New York 1997

Authors and Affiliations

  • James W. Swinehart
    • 1
  1. 1.Public Communication ResourcesPelham ManorUSA

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