http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
1 online resource (xvi, 304 pages) : illustrations, maps
In recent years, public health marketing and mass media campaigns have begun using public health branding strategies to change health behaviour. This book argues for the importance of public health branding as a critical strategy in changing population behaviours, allowing lasting health outcome benefits.
Public health branding : recognition, promise, and delivery of healthy lifestyles / W. Douglas Evans and Gerard Hastings -- What is a public health brand? / Jonathan Blitstein, W. Douglas Evans, and David L. Driscoll -- Evaluation of public health brands : design, measurement, and analysis / W. Douglas Evans, Jonathan Blitstein, and James C. Hersey -- Building brands with competitive analysis / Ross Gordon [and others] -- Help : a European public health brand in the making? / Gerard Hastings [and others] -- Branding play for children : VERB, it's what you do / Marian Huhman, Simani M. Price, and Lance D. Potter -- Case studies of youth tobacco prevention campaigns from the USA : truth and half-truths / Matthew C. Farrelly and Kevin C. Davis -- High brand recognition in the context of an unsuccessful communication campaign : the National Youth Anti-Drug Media Campaign / Lela Jacobsohn and Robert C. Hornik.
Branding through cultural grounding : the keepin' it REAL curriculum / Michael L. Hecht and Jeong Kyu Lee -- Public health branding down under / Robert Donovan and Tom Carroll -- Public health brands in the developing world / W. Douglas Evans and Muhiuddin Haider -- Branding of international public health organizations : applying commercial marketing to global public health / Muhiuddin Haider and Michelle Lee -- The intersection between tailored health communication and branding for health promotion / Megan A. Lewis and Lauren McCormack -- Challenges and limitations of applying branding in social marketing / Lauren McCormack, Megan A. Lewis, and David Driscoll -- Future directions for public health branding / W. Douglas Evans and Gerard Hastings.
edited by W. Douglas Evans, Gerard Hastings.
Includes bibliographical references and index.
Oxford ; New York : Oxford University Press, 2008