Public information campaigns & opinion research : a handbook for the student & practitioner

Abstract

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

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