Abstract:
Each year the Central Office of Information presents a campaign against Drinking and Driving at Christmas, and usually evaluates its effectiveness by surveys before and after the campaign. This paper describes an experiment to devise and test a limited first interview confined to the behavioural elements of the questionnaire, which would be capable of repeat administration without conditioning.
This could also be of interest:
Research Papers
Evaluating social persuasion advertising campaigns
Catalogue: Seminar 1977: Social Research
Author: John A. Samuels
 
December 1, 1977
Research Papers
Evaluating commercial communication effectiveness
Catalogue: Seminar 1995: Advertising, Sponsorship And Promotions
Author: Carlos Harding
Company: Ipsos MRBI
June 15, 1995
Research Papers
Interpreting the new online advertising effectiveness measures
Catalogue: ESOMAR/ARF WAM Conference 2002: Online
Author: Gabriel Hughes
Company: KANTAR TNS Malaysia
June 12, 2002
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)