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Evaluating Health PromotionPractice and Methods$
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Margaret Thorogood and Yolande Coombes

Print publication date: 2004

Print ISBN-13: 9780198528807

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780198528807.001.0001

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Evaluating mass media approaches

Evaluating mass media approaches

(p.145) Chapter 11 Evaluating mass media approaches
Evaluating Health Promotion

Kaye Wellings

Wendy Macdowall

Oxford University Press

Broad spectrum interventions aimed at reaching the general population make use of mass communication approaches such as TV, radio, press, billboard posters, and leaflets. This chapter examines the difficulties inherent in evaluating mass media campaigns. Topics discussed include the scope of interventions, evaluation research, process evaluation, outcome evaluation, selection of indicators/outcome measures, and measuring unintended consequences.

Keywords:   health promotion, mass media interventions, health services, evaluation research, outcome evaluation

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