| Session Title: Evaluating Media Campaigns: Methods and Measures |
| Skill-Building Workshop 539 to be held in Panzacola Section F3 on Friday, Nov 13, 1:40 PM to 3:10 PM |
| Sponsored by the Health Evaluation TIG |
| Presenter(s): |
| Jason Siegel, Claremont Graduate University, jason.siegel@cgu.edu |
| Eusebio Alvaro, Claremont Graduate University, eusebio.alvaro@cgu.edu |
| Abstract: The emphasis of this hands-on workshop is on instructing attendees how to develop and implement media campaign evaluations using two main methods: surveys and message coding. When it comes to surveys, there are specific measures associated with assessment of media campaign exposure and impact and these measures have their benefits and drawbacks. The same is true of message coding. While communication scholars have devoted considerable effort to coding campaign messages in order to analyze prevalent themes and tactics, little of this work has seen use in applied evaluation contexts. Attendees will review and critique media campaign evaluation tools used to evaluate national media campaigns. They will also review common approaches to coding campaign ads and practice coding ads from actual media campaigns. |