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General Goal

GRID Arendal, Norway Workshop on Communication of Environmental Information Measuring Impact, Effect and Efficiency of Environmental Information & Communication Frank Thevissen. General Goal. “Maximise the impact of environmental information”

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General Goal

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  1. GRID Arendal, NorwayWorkshop onCommunication ofEnvironmental InformationMeasuring Impact, Effect andEfficiency of EnvironmentalInformation & CommunicationFrank Thevissen

  2. General Goal • “Maximise the impact of environmental information” • Major concern of all communication (related) issues (70 - 90%) • Minor practice (30 - 10%)

  3. How to achieve that objective ...? • Systematic approach (check lists) • Providing Insights (mechanism, complicating factors, ...) • Priority setting • Criteria setting (defining impact, measuring effects) • Legitimisation

  4. Just before we start ... ... 17 unpopular perspectives from the field of applied communication research

  5. NR 1 • Compared to rules, regulations, rewarding systems, social control, fines etc.; communication and information dissemination activities always have a weaker impact on changing people’s behaviour since this behaviour change largely depends on their free will;

  6. NR 2 • Behavioural change is most difficult to achieve by various types of information dissemination and communication efforts;

  7. NR 3 • Any question will most likely always generate an answer, independent from the quality and validity of the question;

  8. NR 4 • Using the outcomes of market research will not (any longer) guarantee the success of an applied strategy: to a large extent the effect and impact of a campaign will remain unpredictable;

  9. NR 5 • From all variables in action, the design and content of the survey itself often has the strongest impact on respondents knowledge and change in awareness;

  10. NR 6 • Never overestimate the capacity of respondents to express their wants, needs ...;

  11. NR 7 • Although market research methods and techniques improve, the failure ratio in for example particular product categories (consumer goods) raise up to 90%;

  12. NR 8 • Always define clear, tangible indicators to measure the impact (effect) of communication actions since these variables are often intangible (awareness, memory, likeability...);

  13. NR 9 • Never mix up ‘information dissemination’ with ‘communication’ or ‘communications impact’. Remember that most information disseminated gets lost and therefore has no impact at all;

  14. NR 10 • Information overload has a tremendous negative effect on the potential communications impact;

  15. NR 11 • Communication effects change over time. Remember campaigns generally have a temporary and limited impact.

  16. NR 12 • To measure opinions, respondents first need to HAVE FORMED an opinion;

  17. NR 13 • To measure facts and figures via questionnaires, people largely depend on their memory: as a consequence the answers to these questions are often unreliable;

  18. NR 14 • People’s willingness to participate in surveys and to give reliable answers largely depends on their cultural, social, religious background etc., their motivation, knowledge and attitude towards the survey itself;

  19. NR 15 • The effectiveness of a campaign is not related to the level of exposure;

  20. NR 16 • Campaigns are more often designed to suit the interests of the sponsor rather than meet the objectives at target group level;

  21. NR 17 • Information most often reinforces people’s attitudes. Information not in accordance with their beliefs and values will most often be rejected or neglected by the receiver.

  22. New ‘communication’ environment...? production overload consumption 1960 2000

  23. hypodermic needle model AAAA AAAA

  24. B -A AAA AAA A AAA AAA

  25. Selective Exposure • Selective Attention • Selective Memorisation • Selective Retention

  26. Impact ... ?

  27. Stimulus and Response Patterns S/R R(1)/S R(2)/S

  28. X communication brand ‘x’ tangible brand product ‘x’ exposure consumer behaviour X X effect 2 effect 5 effect 1 effect 1 t1 t2 effect 4 effect 3 t2 t1

  29. Research Cycle Analysis (media consumption, objectives, benchmarks) Evaluation (communication effect research) Planning (media planning) Implementation (process analysis, monitoring)

  30. Checklist

  31. Sender? Channel? Receiver? Data? Information? Communication? Ad hoc? Permanent? Ad hoc & Permanent Analysis? Planning? Implementation? Evaluation? Communication Research Checklist (1)

  32. Communication Research Checklist (2) • Active information? • Passive Information? • focus on Media? • focus on Message? • focus on Corporate? • Effect • Impact • Efficiency • Cost-effectiveness • Cognitive (learn) • Affective (feel) • Conative (do)

  33. Communication Research Checklist (3) • Immediate? • Short Term effects? • Medium Term effects? • Long Term effects? • communication effects? • non-communication effects? • direct impact? • indirect impact? • desired effects? • undesired effects?

  34. Communication Research Checklist (4) • Response indicators?(impact followed by response) • feedback to sender • other direction • No response indicators?

  35. Communications Functions: • Visibility, Reach (GRP) • Attention • Awareness (Agenda Setting) • Memorisation • Awareness • Involvement • Image • Associations (artificial) • Behaviour change

  36. Examples & IllustrationsFrank Thevissen

  37. scores: + si + mi Cognitive - li Affective + me + mc + beh. Connative

  38. titles numbers issues contacts persons target groups universe (population)

  39. F = 0 F = 1- 2 F = 3- 5 F = 6 - 10 F = > 10 4 11 15 18 20 7 38 44 56 63 89 51 41 26 17 0 14 20 23 24 25 46 63 71 75 75 40 17 6 1

  40. GRP 100% max. reach 60% (accumulated reach) 1 5 10 number of inserts

  41. Effective Reach (ERP) coverage target group (%) 70 50 minimal exposure overexposure ERP-zone 10 1 3 10 frequency Contacts

  42. b-values for different media • cinema (30’’) 0.75 - 0.70 • television (30’’) 0.30 - 0.22 • newspapers (full page) 0.25 - 0.10 • magazines (full page) 0.20 • billboards (20m2) 0.004 10% 90% 1 contact 10% 9% 81% 2 contacts 19% 8.1% 72.9% 3 contacts

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