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Thomas W. Valente

In: Public Communication Campaigns

Chapter 6: Evaluating Communication Campaigns

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Evaluating Communication Campaigns
Evaluating communication campaigns
Thomas W.Valente

Communication campaign evaluation represents an exciting and challenging field of research that provides the opportunity to improve programs and conduct theoretically interesting research. Although public communication campaigns are exciting to create and conceptualize, their true worth is not measured by the degree people like them or whether implementers “feel” a campaign has succeeded but, rather, in the program's influence on the communities and stakeholders it is created to benefit.

This chapter provides an introduction to communication campaign evaluation. It presents an evaluation framework that delineates the steps in the evaluation process and presents study designs used to conduct evaluation research. The importance of specifying a theoretical basis for an evaluation is stressed. The chapter distinguishes evaluation procedures based on sample ...

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