A multidisciplinary approach to health campaign effectiveness

• Main Authors: Jessica M. Rath (Author), Marisa Greenberg (Author), Ollie Ganz (Author), Lindsay Pitzer (Author), Elizabeth Hair (Author), Haijun Xiao (Author), Jennifer Cantrell (Author), Donna Vallone (Author)
• Format: Book
• Published: SAGE Publishing, 2018-10-01T00:00:00Z.
• Subjects: article
• Online Access: Connect to this object online.

Campaign costs are rising, making ad execution testing more critical to determine effectiveness prior to media spending. Premarket testing occurs prior to messages' airing while in-market testing examines message attributes when messages are aired within a real-world setting, where context play...