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Welcome to the world of media - the $300 billion business end of the ad business. Learn how it works from some of media's top professors and professionals. This is a book in touch with today - packed with genuine substance and contemporary best practices in a clear, easy-to-read format.
Media Messages and Public Health by Amy Jordan,Dale Kunkel,Jennifer Manganello,Martin Fishbein Pdf
Media Messages and Public Health addresses the full range of methodological and conceptual issues involved in content analysis research, specifically focused on public health-related messages and behaviors. Uniquely tailored to the challenges faced by content researchers interested in the study of public health topics, coverage includes: Conceptual and methodological foundations involved in the practice of content analysis research used to examine public health issues. Measurement challenges posed by the broad range of media. Use of content analysis across multiple media types. The potential for individual differences in audience interpretation of message content. Case studies that examine public health issues in the media to illustration the decisions that are made when developing content analysis studies. The volume concludes with a set of guidelines for optimal content analysis research, and suggests ways in which the field can accommodate new technologies and new ways of using media. Developed for researchers in communication, media, and public health, this unique resource demonstrates how the variety of decisions researchers make along the way allows the exploration of traditions, assumptions and implications for each varying alternative and ultimately advances the science of content analysis research.
Public Reaction to Supreme Court Decisions by Valerie J. Hoekstra Pdf
In The Supreme Court and Local Public Opinion, Valerie Hoekstra looks at reactions to Supreme Court decisions in the local communities where the controversies began. She finds considerable media coverage of these cases and a highly informed local populace. While the rulings did not have a significant impact on how citizens felt about the issues in these cases, the rulings did have an important effect on how citizens felt about the Court. The evidence Hoekstra uses comes from a series of two-wave panel studies conducted prior to and following the Supreme Court's decisions. This book provides important insights into how the public learns about Supreme Court decisions and how support for the Court is incrementally gained and lost as it announces its decisions.
Better Doctors, Better Patients, Better Decisions by Gerd Gigerenzer,J.A. Muir Gray Pdf
How eliminating “risk illiteracy” among doctors and patients will lead to better health care decision making. Contrary to popular opinion, one of the main problems in providing uniformly excellent health care is not lack of money but lack of knowledge—on the part of both doctors and patients. The studies in this book show that many doctors and most patients do not understand the available medical evidence. Both patients and doctors are “risk illiterate”—frequently unable to tell the difference between actual risk and relative risk. Further, unwarranted disparity in treatment decisions is the rule rather than the exception in the United States and Europe. All of this contributes to much wasted spending in health care. The contributors to Better Doctors, Better Patients, Better Decisions investigate the roots of the problem, from the emphasis in medical research on technology and blockbuster drugs to the lack of education for both doctors and patients. They call for a new, more enlightened health care, with better medical education, journals that report study outcomes completely and transparently, and patients in control of their personal medical records, not afraid of statistics but able to use them to make informed decisions about their treatments.
Advertising Media Planning by Larry D. Kelley,Kim Bartel Sheehan Pdf
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Thirty years ago American political life was all relentless, painful, and confounding: the Tet Offensive brought new intensity to the Vietnam War; President Lyndon Johnson would not seek re-election; Martin Luther King, Jr. and Robert Kennedy were assassinated; student protests rocked France; a Soviet invasion ended "socialism with a human face" in Czechoslovakia; the Mexican government massacred scores of peaceful demonstrators; and Richard M. Nixon was elected president. Any one of the events of 1968 bears claim to historical significance. Together they set off shock waves that divided Americans into new and contending categories: hawks and doves, old and young, feminists and chauvinists, straights and hippies, blacks and whites, militants and moderates. As citizens alive to their own time and as reporters responsible for making sense of it, journalists did not stand aside from the conflicts of 1968. In their lives and in their work, they grappled with momentous issues--war, politics, race, and protest.
