The views expressed here are those of the individual authors and not necessarily those of the JSM sponsors, their officers, or their staff.
Online Program Home
Abstract Details
Activity Number:
|
396
|
Type:
|
Topic Contributed
|
Date/Time:
|
Tuesday, July 31, 2012 : 2:00 PM to 3:50 PM
|
Sponsor:
|
Section on Survey Research Methods
|
Abstract - #304254 |
Title:
|
Paid Media and the 2010 Census Communications Campaign: An Experiment to Assess Increased Spending
|
Author(s):
|
Nancy Bates*+ and Kristin McCue and Mike Lotti
|
Companies:
|
and U.S. Census Bureau and Accretive Insights
|
Address:
|
649 A St NE, Washington, DC, 20002-6029, United States
|
Keywords:
|
Advertising ;
Social Marketing ;
2010 Census
|
Abstract:
|
As part of the 2010 Census integrated communications campaign, the Census Bureau contracted with an advertising agency to deliver a paid advertising campaign to increase 2010 Census awareness and participation. This paper reports results from an experiment conducted to assess the impact of increased media spends in a small number of designated market areas (DMAs). In all, sixteen DMAs were matched into eight pairs with one area from each pair randomly assigned to receive an increase dosage of media spends during the awareness and motivation phases of the campaign. There are two primary research questions under the experiment: (1) How did changes in level of paid media investment relate to changes in Census awareness, knowledge, attitudes and advertising recall? (2) How did changes in level of paid investment relate to changes in Census mail return rates? Results suggests that, for the m
|
The address information is for the authors that have a + after their name.
Authors who are presenting talks have a * after their name.
Back to the full JSM 2012 program
|
2012 JSM Online Program Home
For information, contact jsm@amstat.org or phone (888) 231-3473.
If you have questions about the Continuing Education program, please contact the Education Department.