Formative evaluation of a policy-orientated print media campaign

A print media advertising campaign was developed as part of a media advocacy strategy to support health promotion initiatives with policy makers and opinion leaders, at a time when major changes were being proposed to New Zealand's liquor laws. A three-part formative evaluation programme was undertaken towards the end of the first phase of the campaign to identify the best components to use in the second phase of the campaign. A quantitative general population survey ascertained advertising recall and notice taken of the advertising; the focus was on the responses of higher socio-economic persons. Semi-quatitative studies with stakeholders and high socio-economic status women enabled a more in-depth examination of responses to the advertising. The research identified successful and unsuccessful components of the campaign and highlighted the costs involved in not undertaking formative evaluation of the advertising material prior to the campaign.

Advertising · Advertising campaign · Business · Environmental health · Formative assessment · Mass media · Notice · Pedagogy · Political science · Politics · Population · Promotion (chess) · Public relations · Recall · Sociology · Focus Groups and Qualitative Methods · Health Policy Implementation Science · Law · Medicine · Participatory Visual Research Methods · Psychology

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