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Strategic Evaluation Framework Development for Anti-Tobacco Media Campaign

Project Member(s): Macnamara, J.

Funding or Partner Organisation: Cancer Institute NSW

Start year: 2013

Summary: This contract research project for the Cancer Institute NSW will encompass: ¿ A global literature review of academic and professional research published in books, scholarly journals, professional journals, reports and Web sites during the past seven years, in relation to effective evaluation of embedded marketing specifically; embedded social marketing campaigns (if available); product placement (a forerunner of/related practice to embedded marketing); integrated marketing (which may include embedded elements); social marketing; health communication campaigns; and advertising, marketing and communication generally using social science research methods (e.g. methods that may be adapted to evaluate embedded marketing); ¿ Identification of evaluation approaches, methodologies and practices that most effectively evaluate the outcomes of embedded marketing in various forms, as well as interim processes, outputs and outtakes; ¿ Recommendations for an evaluation framework for the Cancer Institute NSW anti-tobacco embedded marketing campaign. This review of scholarly and professional research literature will cover the disciplinary fields of media effects research, audience research and measurement and evaluation of communication campaigns, as well as specific evaluation methods used in advertising, marketing and public relations. This research will deliver to Cancer Institute NSW a detailed report which will identify and summarize the available literature on evaluation of embedded marketing campaigns worldwide, as well as media and communication evaluation methods that can be adapted to embedded marketing, and provide recommendations for an effective evaluation framework for the Institute¿s anti-tobacco embedded marketing campaign and for practice in the context of the campaign.

Keywords: Anti-tobacco, quit smoking, health, communication, evaluation

FOR Codes: Communication and Media Studies, Communication not elsewhere classified