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Public Information Campaigns and Opinion Research
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Public Information Campaigns and Opinion Research
A Handbook for the Student and Practitioner

Edited by:


November 2001 | 194 pages | SAGE Publications Ltd
This handbook draws on multidisciplinary insights and the experiences of academics and campaign practitioners to provide a comprehensive guide and introduction to planning, implementing and measuring public information and communication campaigns. It outlines the basic theoretical approaches and provides practical examples from a variety of both national and international information and communication campaigns within and across Europe. Public opinion information and campaign strategies in a recent American state election campaign are used to contrast the different perspectives and experiences in the United States.

The handbook concludes by demonstrating how to measure effects, causality and public opinion change to determine what the campaign accomplished. A helpful summary and checklist for the student and practitioner using survey research is provided at the end.

Hans-Dieter Klingemann and Andrea R[um]ommeleKarlheinz Reif
Foreward
Hans-Dieter Klingemann and Andrea Rommele
Campaigns and Surveys
An Introduction

 
 
PART ONE: COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES
Katrin Voltmer and Andrea Rommele
Information and Communication Campaigns
Linking Theory to Practice

 
Barbara Baerns and Juliana Raupp
Modeling and Evaluating Public Relations Campaigns
Michael Schenk and Thomas Dobler
Towards a Theory of Campaigns
The Role of Opinion Leaders

 
 
PART TWO: PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS
Malcolm Rigg
The Importance of Research in Planning and Developing Communications Campaigns
The UK Government Home Office Smoke Alarms Campaign

 
Simon Rayner
Planning and Implementing a National Campaign
Two Campaigns by the National Farmers Union

 
Ronald L Holzhacker
Public Opinion Information and Campaign Strategies
An American Case Study

 
 
PART THREE: PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS
Hans Dieter-Klingemann and Andrea Rommele
Communicating `Europe'
Implications For Multi-Level Governance in the European Union

 
Christine Putz
Campaign Practices and Survey Use in the European Commission
The Eurobarometer Survey

 
Michele Corrado
The Role of Survey Research in International Campaigns
What Can Be Learnt From Case Studies?

 
 
PART FOUR: ASSESSMENT OF EFFECTS
Leon Ostergaard
Effective Campaign Assessment
How to Learn From Your Failures

 
Klaus Schonbach
Using Survey Research to Determine the Effects of a Campaign
Rolf Pfleiderer
Using Market Research Techniques to Determine Campaign Effects
 
CONCLUSION
Hans-Dieter Klingemann and Andrea Rommele
Using Survey Research in Campaigns
A Summary and Checklist for the Student and Campaign Practitioner

 

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ISBN: 9780761964315
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