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

著者

• Klingemann, Hans-Dieter
• Römmele, Andrea

書誌事項

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

edited by Hans-Dieter Klingemann, Andrea Römmele

SAGE Publications, 2002

注記

Includes index

内容説明・目次

内容説明

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.

目次

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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詳細情報

• NII書誌ID(NCID): BA55752778
• ISBN:
  • 0761964312
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: xiv, 193 p.
• 大きさ: 24 cm