Campaigns and Surveys: An Introduction / Hans-Dieter Klingemann and Andrea Römmele, 1
I. COMMUNICATING THE MESSAGE: THEORETICAL APPROACHES
1 Information and Communication Campaigns: Linking Theory to Practice / Katrin Voltmer and Andrea Römmele, 9
2 Modelling and Evaluating Public Relations Campaigns / Barbara Baerns and Juliana Raupp, 21
3 Towards a Theory of Campaigns: The Role of Opinion Leaders / Michael Schenk and Thomas Döbler, 36
II. PLANNING AND IMPLEMENTING NATIONAL CAMPAIGNS
4 The Importance of Research in Planning and Developing Communications Campaigns: The UK Government Home Office Smoke Alarms Campaign / Malcolm Rigg, 52
5 Planning and Implementing a National Campaign: Two Campaigns by the National Farmers Union / Simon Rayner, 61
6 Public Opinion Information and Campaign Strategies: An American Case Study / Ronald L. Holzhacker, 70
III. PLANNING AND IMPLEMENTING INTERNATIONAL CAMPAIGNS
7 Communicating ‘Europe’: Implications for Multi-Level Governance in the European Union / Hans Dieter-Klingemann and Andrea Römmele, 91
8 Campaign Practices and Survey Use in the European Commission: The Eurobarometer Survey / Christine Pütz, 105
9 The Role of Survey Research in International Campaigns: What Can be Learnt From Case Studies? / Michele Corrado, 125
IV. ASSESSMENT OF EFFECTS
10 Effective Campaign Assessment: How to Learn From Your Failures / Leon Ostergaard, 147
11 Using Survey Research to Determine the Effects of a Campaign / Klaus Schönbach, 160
12 Using Market Research Techniques to Determine Campaign Effects / Rolf Pfleiderer, 167
CONCLUSION
13 Using Survey Research in Campaigns: A Summary and Checklist for the Student and Campaign Practitioner / Hans-Dieter Klingemann and Andrea Römmele, 185