Abstract:

This paper covers the general approach and research methods employed in evaluating the effectiveness of a specific central government advertising campaign. The advertising was conducted on a regional basis covering 2 T.V. areas and their corresponding police districts. The campaign was designed to encourage home security, concentrating on the fitting of window locks as a means by which to reduce significantly the opportunity for burglary. The research findings, together with other complimentary information (e.g. local Crime Prevention Officers reports), were used to aid the decision on whether to plan a national advertising campaign with the same objectives. Also the research findings were used to justify the allocation of extra public funds from the Treasury in order to finance the national campaign.