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Table of contents
1. Public relations and branding in health communication programs: A case study of a successful campaign 1

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Public relations and branding in health communication programs: A case study of a successful campaign
Author: Long, Kristen Hope Publication info: University of Maryland, College Park, ProQuest, UMI Dissertations Publishing, 2006. 1433961. ProQuest document link Abstract: The purpose of the current study is to better understand how public relations health campaign programs can successfully incorporate branding strategies to improve program effectiveness. In this case study of the Heart Truth campaign, the excellence theory of public relations and social marketing theory provided a framework for integrating concepts from the literature on branding, marketing, and public health campaigns into current knowledge of public relations perspectives. The research questions were examined through a content analysis of internal materials and interviews with the campaign managers. The findings of this study contribute to our current understanding of how public relations theory, social marketing theory, and branding principles impact the effectiveness of health campaigns. The practical implications of this study suggest that brands should be viewed as an asset and key tool in health campaigns; brands help achieve campaign goals when they are strategically planned and consistently implemented through a process that involves formative research in creating and managing brand identity, positioning, and awareness. Subject: Public health; Mass media; Marketing; Public relations; Brands; Theory; Market strategy; Brand identification; Studies; Success factors; Advertising campaigns Classification: 0573: Public health; 0708: Mass media; 0338: Marketing Identifier / keyword: Health and environmental sciences, Communication and the arts, Social sciences Publication title: ProQuest Dissertations and Theses Pages: 142 p. Number of pages: 142 Publication year: 2006 Publication date: 2006 Year: 2006 Section: 0117 Publisher: ProQuest, UMI Dissertations Publishing Place of publication: Ann Arbor Country of publication: United States ISBN: 9780542615733, 0542615738 Advisor: Aldoory, Linda School: University of Maryland, College Park School location: United States -- Maryland Degree: M.A. Source type: Dissertations & Theses

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Language of publication: English; EN Document type: Dissertation/Thesis Publication / order number: 1433961 ProQuest document ID: 305309532 Document URL: http://search.proquest.com/docview/305309532?accountid=87658 Copyright: Copyright UMI - Dissertations Publishing 2006 Last updated: 2010-08-07 Database: ABI/INFORM Global

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