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Barack Obama's Social Media Toolkit (pdf)
[http://www.edelman.com/image/insights/content/Social%20Pulpit%20-%20Barack%20Obamas%20Social%20Media%20Toolkit%201.09.pdf] - - public:weinreich
case study/lessons learned
NARROWCAST CAMPAIGN GUIDE FOR COMMUNITY PROGRAMS: Creating health messages for targeted media campaigns (pdf)
[http://www.ph.ucla.edu/chs/hmrg/documents/narrowcast_manual.pdf] - - public:weinreich
UCLA Health and Media Research Group
Why Bad Ads Happen to Good Causes: and How to Ensure They Won't Happen to Yours (pdf)
[http://www.rwjf.org/files/publications/other/BadAds.pdf] - - public:weinreich
A guide for creating more effective public interest print advertising featuring new data from an unprecedented 10-year study by RoperASW