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 7: Communication Campaign Effectiveness and Effects: Some Critical Distinctions
Communication Campaign Effectiveness and Effects: Some Critical Distinctions
There is a substantial history of research regarding the success or failure of health communication campaigns. Traditionally, evidence-based data from objective metrics are used to support hypotheses and conclusions, with rational argument as the bridge between goal-oriented objectives and findings. Yet, the arguments used to support the conclusion that a given campaign was or was not effective merit close scrutiny. Campaign effectiveness is a multifaceted construct; there is no universally accepted standard definition or consensus within the scientific community regarding what constitutes an effective campaign. Further, the terms campaign effects and campaign effectiveness often have been used interchangeably in evaluation reports, thereby obscuring the fact ...