Learning Objectives: 1.Describe five key characteristics of an evaluator who might conduct their paid media outcome evaluation. 2.Describe three methodological approaches the evaluator might take and the benefits and issues associated with them. 3.List the major responsibilities of the evaluator and program manager.
Abstract: Audience. States with paid media campaigns at any funding level need to provide for an outcome evaluation to determine their campaign’s effect. This is often handled through hiring a contractor. Program managers or evaluation leads who have the responsibility of creating a contract, or choosing a paid media outcome evaluator will benefit from this presentation.
Key Points. This presentation will provide information necessary to make decisions around how to choose an evaluator for state paid media campaigns. Key points were developed through the published work of Dr. Sly with the Florida Anti-tobacco Media Evaluation (FAME). Discussion will include: 1) key evaluator characteristics, including the preferred combination of experience and expertise; 2) some evaluation strategies the evaluator might use to provide a state with solid, comparative data, including discussion of possible approaches for various budgets; and 3) some suggestions on how to best work with your evaluator to accomplish the goals of the evaluation.
Educational Experience. Three presenters will each be allotted 15 minutes, with the remaining 45 minutes available for discussion. We will moderate an interactive session with audience members to discuss how key points of the presentations can apply to their work. The presenters will include specific state examples from the CDC’s National Tobacco Control Program.
Benefits. Through better understanding the information needed to achieve their main outcome evaluation objectives, program managers or evaluation team leaders will be able to improve their effectiveness in hiring the appropriate evaluator for their media campaign and in working effectively with the evaluator.
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