In this fully revised and updated Fourth Edition, Rice and Atkin provide readers with a comprehensive and contemporary look into the field of public communication campaigns. The volume begins with a theoretical and historical overview of public communication campaigns, which generally aim to promote non-commercial benefits to individuals or society. The contributors then explore methods and models of designing, implementing, and evaluating campaigns in depth. Topics examined include a range of recent, intriguing, and controversial campaigns such as AIDS prevention, skin cancer, organ donation, and ocean sustainability. The contributors also explore a variety of recent campaign dimensions including community-oriented campaigns, entertainment-education campaigns, digital games, mobile technology, and social media. Public Communication Campaigns, Fourth Edition will be a valuable resource for both students and researchers in the fields of communication, journalism, public relations, mass media, advertising, and public health programs.
Chapter 6: Evaluating Communication Campaigns
Evaluating Communication Campaigns
This chapter provides an introduction to communication campaign evaluation. The first section briefly defines the nature of campaign evaluation, including debates, functions, and barriers. The chapter then presents an evaluation framework that delineates the steps in the evaluation process and presents study designs used to conduct evaluation research. Sections following the evaluation framework first consider aspects of the formative evaluation phase: theories, study designs, statistical power and sample size, levels of assignment, and analysis. These sections distinguish evaluation procedures based on sample types (cross-sectional vs. panel) and levels of assignment (group, individual, self-selected). The process evaluation phase sections discuss campaign exposure and interpersonal communication. The evaluation phase sections review impact measurement and dissemination. The ...