Hans-Dieter Klingemann, Andrea Römmele (eds.)  
  Public Information Campaigns & Opinion Research    
  A Handbook for the Student & Practitioner  vergrößerte Ansicht in neuem Fenster  
   
  193 S., London, Thousand Oaks, New Delhi, SAGE Publications, 2002  
  ISBN 0 7619 6431 2  
     

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Inhaltsverzeichnis

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Abstract

Public Information Campaigns and Opinion Research draws on multidisciplinary insights and experiences of academics and campaign practitioners to provide a comprehensive guide and introduction to planning, implementing and measuring public information and communication campaigns.
Basic theoretical approaches and practical examples are given from a variety of national (domestic) and international (European) information and communication campaigns within and across Europe. For contrast, public opinion information and campaign strategies in a recent American state election are used to illustrate diverse perspectives and experiences in the United States.
Following each stage of a campaign, 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 practictioner is provided at the end.
This handbook will be essential reading for all students and practitioners of public relations campaigns, public opinion research, political marketing and campaigning and media and communication studies.



Inhaltsverzeichnis

List of Contributors
List of Figures
List of Tables
Foreword: Karlheinz Reif
Campaigns and Surveys: An Introduction: Hans-Dieter Klingemann and Andrea Römmele

Part I: Communicating the Message: Theoretical Approaches

Katrin Voltmer,
Andrea Römmele		 Information and Communication Campaigns: Linking Theory to Practice
Barbara Baerns,
Juliana Raupp		 Modelling and Evaluating Public Relations Campaigns
Michael Schenk,
Thomas Döbler		 Towards a Theory of Campaigns: The Role of Opinion Leaders

Part II: 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 III: Planning and implementing international campaigns

Hans-Dieter Klingemann, Andrea Römmele Communicating 'Europe': Implications for Multi-Level Governance in the European Union
Christine Pütz 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 IV: Assessment of effects

Leon Ostergaard Effective Campaign Assessment: How to Learn From Your Failures
Klaus Schönbach Using Survey Research to Determine the Effects of a Campaign
Rolf Pfleiderer Using Market Research Techniques to Determine Campaign Effects
Hans-Dieter Klingemann, Andrea Römmele Using Survey Research in Campaigns: A Summary and Checklist for the Student and Campaign Practitioner

Index

Autoreninformation

Hans-Dieter Klingernann, Director of Research Unit "Institutions and Social Change" at the Wissenschaftszentrum Berlin für Sozialforschung (WZB) and Professor of Political Science at the Free University, Berlin.

Andrea Römmele, Research Fellow at the Mannheim Center for European Social Research (MZES) at the University of Mannheim.