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Evaluation of a teen dating violence social marketing campaign: Lessons learned when the null hypothesis was accepted
Author(s) -
Rothman Emily F.,
Decker Michele R.,
Silverman Jay G.
Publication year - 2006
Publication title -
new directions for evaluation
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.374
H-Index - 40
eISSN - 1534-875X
pISSN - 1097-6736
DOI - 10.1002/ev.185
Subject(s) - social marketing , mass media , psychology , dating violence , social media , media coverage , public relations , advertising , applied psychology , suicide prevention , poison control , political science , sociology , media studies , business , domestic violence , medicine , environmental health , law
This chapter describes an evaluation of a teen dating violence prevention media campaign, including evaluation design and results, and the challenges that arose during the evaluation process. It makes recommendations for future evaluations of mass media campaigns that target adolescents.