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Using Theory to Design Evaluations of Communication Campaigns: The Case of the National Youth Anti-Drug Media Campaign
We present a general theory about how campaigns can have effects and suggest that the evaluation of communication campaigns must be driven by a theory of effects. The National Youth Anti-Drug Media Campaign illustrates both the theory of campaign effects and implications that theory has for the eval...
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| Publicado no: | Commun Theory |
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| Main Authors: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
2003
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| Assuntos: | |
| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC4267481/ https://ncbi.nlm.nih.gov/pubmed/25525317 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1111/j.1468-2885.2003.tb00289.x |
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