Advancing the science of advocacy polling

Date of publication: June 15, 1986

Authors: Denis Robb, Tim Burns


This paper demonstrates how a campaign embracing advertising and advocacy polling was developed on behalf of the Greater London Council (the GLC) to combat the Government's attempts to abolish the GLC. The paper shows how research shifted from being a method of evaluating the campaign to becoming a major ingredient in the campaign message. Using data from surveys among Londoners, MPs and journalists, together with a content analysis of newspaper coverage, the paper shows the impact of the advertising and advocacy polling on both the public and opinion formers ; leading to a setback for the government in its attempts to push through the "Paving Bill" designed to pave the way for the abolition of the GLC.

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