How to measure consumer awareness of mass-media campaigns for public health purposes.
Effectiveness of health promotion campaigns is often discussed. This paper deals with the effectiveness measure 'consumer awareness'. How should it be measured? On the basis of experience from seven evaluation studies including awareness measures of five mass-media campaigns run nationwide in Denmark for healthy eating, the paper discusses interpretation of differently phrased awareness questions. It identifies problem areas in the field and ends up by recommending steps to overcome some of the encountered problems. The purpose of the paper is to open a discussion of how to measure awareness based on practical experience rather than describing how it ought to be done based on the literature.
Peetz-Schou
M
M
National Food Agency of Denmark, Söborg, Denmark.
D001294:Attitude to Health; D003256:Community Participation; D006266:Health Education / Q000592:standards*; D006293:Health Promotion / Q000592:standards*; D006801:Humans; D008402:Mass Media; D015397:Program Evaluation; D011634:Public Health