Formative evaluation of a policy-orientated print media campaign

Bibliographic Data

ID22945481
AuthorsAllan Wyllie (University of Auckland, corresponding author), Sally Casswell (0000-0002-2211-7096, University of Auckland)
Year1992
Volume7
Issue3
Pages155-161
Publication date1992-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHealth Promotion International (JOURNAL)
Journal identifiersISSN: 0957-4824 • E-ISSN: 1460-2245
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1093/heapro/7.3.155
OpenAlexW1985874588
LanguageEN
Citations received2

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