Designing evaluation tools to determine effectiveness of dental health care advertising campaign

Abstract

This thesis involves development, execution and analyzing of the first of a two-part longitudinal study for use in researching and evaluating the 1980 advertising campaign sponsored by the Indiana Dental Association.The data for this analysis was derived from responses to a 501-person random telephone survey in eight Indiana cities. The results were used to determine the accuracy of the advertising campaign target audience as well as provide a basis for advertisement recognition in the post-test.