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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

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

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