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

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

by Hans-Dieter Klingemann
     
 

ISBN-10: 0761964312

ISBN-13: 9780761964315

Pub. Date: 02/05/2002

Publisher: SAGE Publications

Political modernization via the advent of mass communications has served to produce unprecedented levels of communication skills between executive, legislative and administrative elites and modern citizens.

This Handbook draws on multidisciplinary insights and the experiences of campaign practitioners to provide a comprehensive guide to planning, implementing and

Overview

Political modernization via the advent of mass communications has served to produce unprecedented levels of communication skills between executive, legislative and administrative elites and modern citizens.

This Handbook draws on multidisciplinary insights and the experiences of campaign practitioners to provide a comprehensive guide to planning, implementing and measuring public information and communication campaigns using survey research.

Part 1 outlines the basic theoretical approaches. Parts 2 draws on examples of national campaigns and Part 3 shifts the focus to international campaigns. In each instance different cases are used to illustrate methods of research, the role of different actors like

Product Details

ISBN-13:
9780761964315
Publisher:
SAGE Publications
Publication date:
02/05/2002
Pages:
194
Product dimensions:
6.14(w) x 9.21(h) x 0.50(d)

Table of Contents

Foreward - Hans-Dieter Klingemann and Andrea R[um]ommele Karlheinz 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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