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By: Charles K. Atkin & Vicki Freimuth

In: Public Communication Campaigns

Chapter 4: Guidelines for Formative Evaluation Research in Campaign Design

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Guidelines for Formative Evaluation Research in Campaign Design
Guidelines for formative evaluation research in campaign design
Charles K. AtkinVicki Freimuth

Public communication campaigns have achieved a varied record of success in influencing health and prosocial behavior as reflected by the diverse array of cases cited in this book. Designing and implementing effective campaigns requires a disciplined approach where the campaign team performs a thorough situational analysis, develops a theory-based but pragmatic strategic plan, and implements the creation and placement of messages in accordance with principles of effective media campaign practices. Moreover, diligent efforts are needed to enhance the working relationship between campaign designers and evaluators versus creative professionals who translate concepts in messages. A key role of the strategist in the collaborative process is to ...

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