title: A system for evaluating the use of media in CDC's National AIDS Information and Education Program.
abstract: The National AIDS Information and Education Program (NAIEP) commissioned the National Academy of Sciences to design a prototypical system of research for use in the evaluation of the agency's media campaign. It consists of four types of evaluation: formative, efficacy, process, and outcome. These types of evaluations are used to answer such questions as the following: What message strategies will work best? Can a campaign under optimal conditions be expected to make a difference? What interventions are actually delivered during the campaign? Has the campaign actually had an impact? How NAIEP has used the system and adapted it during 1 year of research activities is outlined, and examples from a variety of other social marketing programs are described.
authors.affiliation: University of Wisconsin-Madison.
authors.forename: C T
authors.initials: CT
authors.lastname: Salmon
authors.forename: J
authors.initials: J
authors.lastname: Jason
mesh_terms: D000163:Acquired Immunodeficiency Syndrome / Q000517:prevention & control*; D002487:Centers for Disease Control and Prevention, U.S.; D006266:Health Education / Q000379:methods*; D006302:Health Services Research; D006801:Humans; D007255:Information Services / Q000592:standards*; D008389:Marketing of Health Services; D008402:Mass Media; D009307:National Academy of Sciences, U.S.; D010043:Outcome and Process Assessment, Health Care; D011786:Quality Control; D014481:United States