Salmon C T, Jason J
University of Wisconsin-Madison.
Public Health Rep. 1991 Nov-Dec;106(6):639-45.
The National AIDS Information and Education Program (NAIEP) commissioned the National Academy of Sciences to design a prototypical system of research for use in the evaluation of the agency's media campaign. It consists of four types of evaluation: formative, efficacy, process, and outcome. These types of evaluations are used to answer such questions as the following: What message strategies will work best? Can a campaign under optimal conditions be expected to make a difference? What interventions are actually delivered during the campaign? Has the campaign actually had an impact? How NAIEP has used the system and adapted it during 1 year of research activities is outlined, and examples from a variety of other social marketing programs are described.
国家艾滋病信息与教育项目（NAIEP）委托美国国家科学院设计一个用于评估该机构媒体宣传活动的原型研究系统。它包括四种评估类型：形成性评估、效果评估、过程评估和结果评估。这些评估类型用于回答以下问题：哪种信息策略效果最佳？在最佳条件下开展的宣传活动能否产生影响？宣传活动期间实际实施了哪些干预措施？宣传活动是否真的产生了影响？文中概述了NAIEP在为期一年的研究活动中如何使用该系统并对其进行调整，还描述了其他各类社会营销项目的实例。
