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

Edited by:

Hans-Dieter Klingemann - Research Unit, WZB, Berlin
Andrea Römmele - University of Mannheim, Germany

February 2002 | 194 pages | SAGE Publications Ltd

Drawing on multidisciplinary insights and the experiences of campaign practitioners, this book is an invaluable guide to planning, implementing and measuring public information and communication campaigns using survey research. Chapters outline the theoretical approaches and draw on examples of national and international campaigns.

Available Formats

ISBN: 9780761964315 Hardcover Suggested Retail Price: $232.00 Bookstore Price: $185.60

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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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