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

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

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  • 製本 Hardcover:ハードカバー版／ページ数 194 p.
  • 言語 ENG
  • 商品コード 9780761964315
  • DDC分類 324

基本説明

A comprehensive and practical guide to planning, implementing and measuring public information and communication campaigns, using survey research.

Full Description

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.

Contents

Foreward - Hans-Dieter Klingemann and Andrea R[um]ommeleKarlheinz Reif
Campaigns and Surveys - Hans-Dieter Klingemann and Andrea Rommele
An Introduction
PART ONE: COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES
Information and Communication Campaigns - Katrin Voltmer and Andrea Rommele
Linking Theory to Practice
Modeling and Evaluating Public Relations Campaigns - Barbara Baerns and Juliana Raupp
Towards a Theory of Campaigns - Michael Schenk and Thomas Dobler
The Role of Opinion Leaders
PART TWO: PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS
The Importance of Research in Planning and Developing Communications Campaigns - Malcolm Rigg
The UK Government Home Office Smoke Alarms Campaign
Planning and Implementing a National Campaign - Simon Rayner
Two Campaigns by the National Farmers Union
Public Opinion Information and Campaign Strategies - Ronald L Holzhacker
An American Case Study
PART THREE: PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS
Communicating `Europe' - Hans Dieter-Klingemann and Andrea Rommele
Implications For Multi-Level Governance in the European Union
Campaign Practices and Survey Use in the European Commission - Christine Putz
The Eurobarometer Survey
The Role of Survey Research in International Campaigns - Michele Corrado
What Can Be Learnt From Case Studies?
PART FOUR: ASSESSMENT OF EFFECTS
Effective Campaign Assessment - Leon Ostergaard
How to Learn From Your Failures
Using Survey Research to Determine the Effects of a Campaign - Klaus Schonbach
Using Market Research Techniques to Determine Campaign Effects - Rolf Pfleiderer
CONCLUSION
Using Survey Research in Campaigns - Hans-Dieter Klingemann and Andrea Rommele
A Summary and Checklist for the Student and Campaign Practitioner