Effectiveness Of Campaigns Research Articles

How Right Now/Qué Hacer Ahora: Findings from an evaluation of a national mental health and coping campaign amidst the COVID-19 pandemic.

Beyond its physical health impact, the COVID-19 pandemic also resulted in grief from loss of loved ones, isolation due to social distancing, stress, fear, and economic distress-all of which impacted mental health. How Right Now/Qué Hacer Ahora (HRN) is an award-winning, national campaign that provides emotional support to people disproportionately affected by COVID-19. We conducted a theory-based, culturally responsive evaluation to assess the campaign's effect on coping behaviors and resiliency between summer 2020 and spring 2021. We surveyed HRN's priority audiences (older adults/caregivers and those with preexisting health conditions, experiencing violence, or economic distress) in English and Spanish using NORC's national probability panel, AmeriSpeak, over three waves. We also analyzed social media data and monitored HRN website traffic and triangulated these data to understand the campaign's full impact. Campaign exposure was associated with people who were experiencing higher levels of stress and were more likely to seek information to support their emotional well-being. Campaign exposure was also positively associated with increased feelings of resilience and confidence in using coping strategies, especially for people experiencing violence or economic distress and people from racial and ethnic groups. Findings demonstrate the campaign's success in reaching its intended audiences with the mental health support they needed. Additionally, the HRN evaluation's design illustrates how the use of multiple data sources can elucidate a deeper understanding of campaign impact. Findings underscore that culturally responsive health communication interventions-like HRN-can provide needed mental health support and resources to disproportionately affected communities. (PsycInfo Database Record (c) 2024 APA, all rights reserved).

OPTIMIZING THE EFFECTIVENESS OF DIGITAL MARKETING CAMPAIGNS WITH THE USE OF E-COMMERCE COMPANY DECISION SUPPORT SYSTEMS

Despite the rapid growth of the e-commerce sector in Indonesia reflected by a significant increase in the value of e-commerce transactions by 2022, the effectiveness of digital marketing campaign strategies is often faced with several challenges, including large and complex data volumes, lack of understanding of digital consumer behavior, and difficulty in measuring campaign effectiveness. This research aims to optimize the effectiveness of digital marketing campaigns by utilizing a Decision Support System (SDM), with the main focus of understanding the role of SDM in assisting decision-making in the context of digital marketing campaigns and developing a SDM model that can improve the effectiveness of these campaigns.This research uses the literature review research method which reviews or critically examines knowledge, ideas, or findings contained in academically oriented literature, formulating theoretical and methodological contributions to a particular topic. The integration of digital marketing campaigns and Decision Support Systems (SDM) increases marketing effectiveness by making the right decisions. Implementation using APIs and integration examples involves audience mapping, campaign effectiveness measurement, and campaign optimization. The application of SPK in e-commerce involves planning, development, implementation, and maintenance stages to improve marketing campaign effectiveness. Optimization of SPK integration with a focus on in-depth data analysis, customer segmentation, content personalization, and continuous monitoring can improve the effectiveness of e-commerce campaigns.

Efektivitas Kampanye Humas dalam Promosi Praktek Lingkungan Berkelanjutan di Organisasi

Environmental sustainability is becoming an increasingly urgent global issue. Organizations need to take an active role in promoting sustainable environmental practices to reduce negative impacts on the environment. Public relations campaigns are one strategy that can be used to increase awareness and encourage stakeholder participation in environmental conservation efforts. This research aims to analyze the effectiveness of public relations campaigns in promoting sustainable environmental practices in organizations. This study uses a qualitative method. Data collection was carried out through interviews, observation and document analysis. The collected data was analyzed in three stages: data reduction, data presentation, and drawing conclusions. The collected data was analyzed in three stages: data reduction, data presentation, and drawing conclusions. The research results show that public relations campaigns can be an effective tool for promoting sustainable environmental practices in organizations. However, to achieve maximum effectiveness, public relations campaigns must be designed and implemented well by considering the factors of employee involvement, message consistency, management support, measurement and evaluation.

Challenges in Influenza Control and Surveillance in the Republic of Kazakhstan

The COVID-19 pandemic has significantly disrupted the circulation of influenza viruses in Kazakhstan, highlighting the vulnerabilities in the country’s public health infrastructure. This review critically examines the challenges faced in infiltrating and controlling influenza in Kazakhstan, particularly in light of the shifting epidemiological landscape post-pandemic. Key issues include the decline in influenza cases during the pandemic, which complicates the assessment of influenza epidemiology, vaccine effectiveness, and planning of vaccination campaigns. Although part of the Global Influenza Hospital Surveillance Network (GIHSN), Kazakhstan's surveillance systems face data collection, coordination, and public awareness gaps. The review discusses the prevalence of various influenza strains, the impact of zoonotic infections, and the necessity for improved monitoring frameworks. Additionally, the historical context of infectious disease control in Kazakhstan is explored, emphasising the need for enhanced international collaboration and targeted public health strategies. The findings underscore the importance of vaccination and robust surveillance to mitigate the risks of seasonal and pandemic influenza, advocating for a comprehensive approach to safeguard public health in Kazakhstan.

Behaviour of motorcyclists and bicyclists before and after a road safety campaign, China.

To examine changes in red-light running and distracted riding among motorcyclists and cyclists before and after the 2020 implementation of the One Helmet, One Seatbelt campaign in China. We obtained 192 hours of film before (2019) and after (2021) implementation of the campaign in eight road intersections in Changsha. We calculated percentages and ratios of red-light running and distracted riding. To assess the associations between these traffic behaviours and the campaign, we used multivariable logistic regression models to calculate adjusted odds ratios (aOR). We filmed 5256 motorcyclists and cyclists in 2019 and 6269 in 2021. Red-light running decreased from 45.1% to 41.5% during this period (ratio: 0.92; 95% confidence interval, CI: 0.88-0.96), while distracted riding increased from 3.5% to 5.0% (ratio: 1.42; 95% CI: 1.19-1.69). After adjusting for covariates, male riders were more likely to run a red light compared to female riders (aOR: 1.28; 95% CI: 1.06-1.55). Red-light running was also more likely among electric bicycle riders (aOR: 1.46; 95% CI: 1.10-1.95) and motorcyclists (aOR: 1.47; 95% CI: 1.13-1.90) compared to traditional cyclists. All types of riders were less prone to run a red light during peak hours than off-peak hours (aOR: 0.85; 95% CI: 0.73-0.99). Distracted riding was more common on weekends compared to weekdays (aOR: 3.01; 95% CI: 2.02-4.49). China's national road safety campaign, which focuses on helmet and seatbelt use, was associated with reduced red-light running. Strict enforcement and targeted modifications could improve the campaign's effectiveness.

The Costs and Cost-Effectiveness of a Two-Dose Oral Cholera Vaccination Campaign: A Case Study in a Refugee Camp Setting in Thailand

Oral cholera vaccination (OCV) campaigns are increasingly used to prevent cholera outbreaks; however, little is known about their cost-effectiveness in refugee camps. We conducted a cost-effectiveness analysis of a pre-emptive OCV campaign in the Maela refugee camp in Thailand, where outbreaks occurred with an annual incidence rate (IR) of up to 10.7 cases per 1000. Data were collected via health sector records and interviews and household interviews. In the base-case scenario comparing the OCV campaign with no campaign, we estimated the campaign effect on the cholera IR and case fatality rate (CFR: 0.09%) from a static cohort model and calculated incremental cost-effectiveness ratios for the outcomes of death, disability-adjusted life-years (DALYs), and cases averted. In sensitivity analyses, we varied the CFR and IR. The household economic cost of illness was USD 21, and the health sector economic cost of illness was USD 51 per case. The OCV campaign economic cost was USD 289,561, 42% attributable to vaccine costs and 58% to service delivery costs. In our base case, the incremental cost was USD 1.9 million per death averted, USD 1745 per case averted, and USD 69,892 per DALY averted. Sensitivity analyses that increased the CFR to 0.35% or the IR to 10.4 cases per 1000 resulted in a cost per DALY of USD 15,666. The low multi-year average CFR and incidence of the cholera outbreaks in the Maela camp were key factors associated with the high cost per DALY averted. However, the sensitivity analyses indicated higher cost-effectiveness in a setting with a higher CFR or cholera incidence, indicating when to consider campaign use to reduce the outbreak risk.

Tackling Food Waste: An Exploratory Case Study on Consumer Behavior in Romania.

Data were collected through an online self-administered questionnaire, designed to investigate consumer behaviors related to the avoidance of FW. A descriptive statistical analysis was performed, and a linear regression model was developed to evaluate a composite index measuring Romanian consumers' behavior towards FW reduction. The resulting model identifies key predictors that drive concrete actions to minimize FW, including the desire to mitigate the environmental impact, household conversations about FW and strategies to reduce it, established food routines, the influence of one's social circle, individual ecological and social responsibility, and the effectiveness of awareness campaigns addressing the consequences of FW. Practical and social implications: The findings highlight the necessity of education and awareness initiatives to shift attitudes and behaviors concerning FW. Future research is warranted to deepen understanding and enhance interventions. This study represents a pioneering and innovative inquiry into FW behavior in Romania, filling a gap in the existing literature and contributing to the broader discourse on this pressing environmental issue.

Stability and Optimality Criteria for an SVIR Epidemic Model with Numerical Simulation

The mathematical modeling of infectious diseases plays a vital role in understanding and predicting disease transmission, as underscored by recent global outbreaks; to delve deep into the dynamic of infectious disease considering latent period presciently is inevitable as it bridges the gap between realistic nature and mathematical modeling. This study extended the classical Susceptible–Infected–Recovered (SIR) model by incorporating vaccination strategies during incubation. We introduced multiple time delays to an account incubation period to capture realistic disease dynamics better. The model is formulated as a system of delay differential equations that describe the transmission dynamics of diseases such as polio or COVID-19, or diseases for which vaccination exists. Critical aspects of the study include proving the positivity of the model’s solutions, calculating the basic reproduction number (R0) using next-generation matrix theory, and identifying disease-free and endemic equilibrium points. The local stability of these equilibria is then analyzed using the Routh–Hurwitz criterion. Due to the complexity introduced by the delay components, we examine the stability by studying the roots of a fourth-degree exponential polynomial. The effects of educational campaigns and vaccination efficacy are also investigated as control measures. Furthermore, an optimization problem is formulated, based on Pontryagin’s maximum principle, to minimize the number of infections and associated intervention costs. Numerical simulations of the delay differential equations are conducted, and a modified Runge–Kutta method with delays is used to solve the optimal control problem. Finally, we present a few simulation results to illustrate the analytical findings.

Implementasi Program Peningkatan Edukasi di bidang Lingkungan Hidup

The implementation of the Education Improvement Program in the field of Environment is a strategic effort to increase public awareness and knowledge about environmental issues. The program is designed to meet increasingly complex environmental challenges by providing an effective and sustainable education. This study evaluates the effectiveness of various environmental education methods, including seminars, workshops, and media campaigns. Through a data-based approach, the analysis was carried out to measure the impact of the program on changes in participants' attitudes and behaviors towards environmental issues. The results show that interactive and participatory methods are more successful in increasing community understanding and engagement. This finding is expected to be a reference for the development of better environmental education programs in the future.

The differential effects of parent-targeted alcohol harm-reduction campaigns with varying executional styles.

Parental provision of alcohol to children is associated with a range of negative outcomes. Public health campaigns discouraging this practice are required as part of a comprehensive approach to reduce alcohol-related harm among minors, however, limited research has examined the relative effectiveness of different messaging approaches. This study compared the effects of two campaigns with different executional styles on parents' intentions to provide alcohol to minors-one campaign used a fear-based approach and the other adopted a first-person narrative approach. The study used a repeated cross-sectional design. An independent samples t-test was used to compare the effects of two campaigns with alternative executional styles on parents' alcohol provision intentions. Two ordinal logistic generalised linear models were used to assess whether intentions effects differed according to parents' demographic and behavioural characteristics. Both campaigns were effective at motivating parents to abstain from providing alcohol to minors. This outcome was particularly notable among female respondents and those who had never provided alcohol to their children. Older respondents and those who used less alcohol were more likely to intend to change their behaviours as a result of exposure to the fear-based campaign, while the campaign using a narrative approach was more effective with heavier drinkers. Overall strong performance of both campaigns combined with varying effectiveness by parent attributes highlights the utility of parent-focused campaigns targeting alcohol provision to minors. To best protect minors, continued investments are needed to develop suites of evidence-based campaigns that resonate with different parent subgroups.

Predictive Modeling of Customer Response to Marketing Campaigns

In today’s data-driven marketing landscape, predicting customer responses to marketing campaigns is essential for optimizing both engagement and Return On Investment (ROI). This study aims to develop a predictive model using a Decision Tree (DT) to identify key factors influencing customer behavior and improve campaign targeting. The methodology involves building the DT model, initially achieving an accuracy of 87.3%. However, the model faced challenges with precision and recall due to class imbalance. To address this, a resampling technique was applied, which significantly improved model performance, increasing recall from 44% to 83.1% and the F1-score from 49% to 74.2%. Key influential features identified include the recency of a customer’s purchase, their duration as a customer, and their response history to previous campaigns. This study demonstrates the practicality and interpretability of the DT model, offering actionable insights for marketing professionals seeking to enhance campaign effectiveness and customer targeting.

Digital Advocacy Strategies with Data Analytics Framework: A Case Study for Effective Campaigns

This paper presents a case study of a digital campaign on social media to formulate an extensive novel framework using data analytics method to measure the effectiveness of a social media campaign. The Social Media Impact Discovery (SMID) framework is built from the concept of digital advocacy strategies and data analytics techniques, which will provide a systematic approach in both domains to carry-out an effective advocacy campaign. Since the advent of social media such as Twitter in providing platforms for freedom of speech, digital advocacy has become the new approach for delivering campaigns to a wider range of targeted audiences. The use of digital advocacy has generated interest among politicians and advocators to spread their messages across. Despite the numerous and widespread use of digital advocacy, there is still no formal framework that study the success of the technique as end outcomes in terms of the technological aspect of knowledge and the data analytic. The impact of the campaign is evaluated in terms of its effectiveness using deep machine learning methods on the acquired data on social media of a digital campaign. The results have shown that continuous loops using Support Vector Machine (SVM) and the Naïve Bayes classifier support the dynamic approach in the SMID framework to increase campaign effect and is in line with the iterative structure. The loop's cyclical structure is in tune with the shifting user trends and social media user behaviours. The framework's ability to include fresh data and modify models as advocacy campaigns change over time provides a tactical advantage responsive to shifting conditions. Thus, the overall processes of the campaign should be supported with accurate and reliable data to build trust among its audiences. A case study of sexual harassment on Twitter is used to assess the SMID framework’s practicality. It centred on a young Malaysian advocate named Ain Husniza, whose notable catchphrase is #MakeSchoolASaferPlace. For the first time, digital advocacy for sexual harassment campaigns has been used and analysed in this study. It has demonstrated its contribution by amplifying survivors’ voices and fostering online solidarity, with the aim of raining public awareness of the issue and promoting informed policy.

When Low Social Trust Undermines Social Marketing Campaigns: The Impact of Social Trust on the Effectiveness of COVID-19 Vaccination Campaigns

Background Although COVID-19 social marketing vaccination campaigns have been developed and vigorously promoted to encourage citizens to vaccinate against COVID-19, many people have not responded to vaccination campaigns. Very little is known about the extent to which vaccination campaigns are effective at overcoming people’s resistance to getting the vaccine. Focus of the Article Integrating social trust into the elaboration likelihood model, the current study proposes a model to analyse the effectiveness of COVID-19 social marketing vaccination campaigns and to examine the extent to which social trust plays a role in influencing people’s perceptions of the effectiveness of COVID-19 social media vaccination campaigns. Research Hypotheses The study proposes hypotheses regarding the influence of argument quality and source credibility in COVID-19 vaccination campaigns on individuals’ perceptions of campaign usefulness. In addition, it suggests that source credibility and perceived usefulness of these campaigns play a role in shaping individuals’ attitudes toward COVID-19 vaccination. Furthermore, the study posits that both attitude and perceived usefulness contribute to individuals’ intentions to take the COVID-19 vaccine. Lastly, the study hypothesises that perceived social trust moderates the impact of perceived usefulness on vaccination intentions. Importance to the Social Marketing Field The study holds significant importance in the field of social marketing for several reasons. Firstly, it contributes to a deeper understanding of the dynamics influencing individuals’ perceptions, attitudes, and intentions related to COVID-19 vaccination campaigns. Secondly, by examining the impact of argument quality, source credibility, and social trust, the study provides valuable insights into the factors that can enhance or hinder the success of vaccination campaigns. The inclusion of perceived social trust as a moderating factor in the study further enhances its importance in the field of social marketing. Understanding the role of social trust in influencing the relationship between perceived usefulness and vaccination intentions is crucial for designing context-specific strategies that account for the broader societal dynamics. Methods Online survey data were obtained from 413 adult South Africans. The partial least squares structural equation modelling technique was used to examine the model and test the hypotheses. Results The study found that the quality of arguments in vaccination campaigns and the credibility of the message sources affected how people viewed the usefulness of the messages and their overall attitudes. Surprisingly, although attitudes influenced individuals’ intentions to get the COVID-19 vaccine, the perceived usefulness of the campaign had no direct impact on vaccination intentions. Notably, the results revealed that low social trust played a role in making the perceived usefulness of the COVID-19 vaccination campaign message insignificant in predicting vaccination intentions. Recommendations for Research/Practice Social marketers aiming to improve vaccination attitudes and intentions should focus on two key strategies: emphasising the usefulness of vaccination by highlighting its benefits and leveraging credible sources like healthcare professionals and community leaders to enhance message trust. In addition, this study emphasises the crucial role of social trust in shaping individual responses to vaccination campaigns. Building trust in governing institutions, healthcare systems, and science can significantly impact vaccination acceptance and promotion. Limitations The limitations include potential social desirability bias influencing responses, the need for longitudinal data to establish causality, and the possibility of other influential factors beyond the study’s scope, such as culture and health literacy.

Evaluating multimedia advertising campaign effectiveness

Companies increasingly combine multiple media outlets when launching advertising campaigns. This study employs causal forest to examine the effects of complex multimedia campaigns. The model effectively corrects for selection bias, automatically identifies informative consumer features, and performs automated data-driven consumer segmentation based on the consumer features identified. We analyze a large dataset involving around seven million consumers and four thousand covariates, and provide empirical evidence on the nonlinear effect of repeated ad exposures in the multimedia context, how such effect varies across consumer groups, and the contingent existence of multimedia synergy. We demonstrate that negligence of the selection bias and heterogeneity across segments results in suboptimal conversions and a waste of advertising resources. The analysis procedure that we propose can facilitate decision making for complex advertising campaigns to improve their effectiveness.

How to promote mobile phone recovery? Evaluation of a collection campaign in Belgian schools

Mobile phone recycling is crucial to recover valuable resources and mitigate environmental health risks. Collection campaigns may help to retrieve unused phones, but empirical evidence on the factors contributing to the effectiveness of such campaigns is rare. In the present study, we assessed how one and the same collection campaign was implemented in N = 124 Belgian schools with over 30,000 students and related between-school variations in implementation characteristics to the number of collected phones (8,931 in total). More phones were collected in schools that assigned a higher priority to the collection campaign (rs = .42) and in schools that reported a higher degree of teacher involvement (rs = .36). All schools also received collection-contingent rewards and we randomly offered some schools the opportunity to donate this reward, but this manipulation did not lead to significant between-school differences. These results support the effectiveness of the evaluated collection campaign and can inform the design of future efforts to collect unused mobile phones.

Strategi Pemasaran Berbasis Nilai-Nilai Entrepreneurship dalam Meningkatkan Investasi di PHRI Kabupaten Bandung

The main objective of this research is to identify and apply entrepreneurial values in marketing strategies to enhance investment in the hospitality and restaurant sector in Bandung Regency. The findings indicate that entrepreneurial values such as innovation, proactivity, calculated risk-taking, creativity, commitment to quality, collaboration, networking, and adaptability are crucial for effective marketing strategies. Strategies based on these values have proven capable of attracting investor attention and improving the competitiveness of the hospitality and restaurant sector in Bandung Regency. Innovation in products and services, proactivity in marketing, and a commitment to quality are key factors in attracting investment. The implementation of marketing strategies rooted in entrepreneurial values positively impacts investment growth and helps build the reputation and credibility of the Indonesian Hotel and Restaurant Association (PHRI) in Bandung Regency in the eyes of investors. The use of digital technology and social media in marketing strategies plays an important role in reaching a broader audience and attracting investor interest, enabling real-time measurement of marketing campaign effectiveness and strategy adjustments based on collected data. Recommendations for PHRI Bandung Regency include strengthening branding and innovation, enhancing collaboration and networking, optimal use of digital technology, continuous evaluation and adjustment, and improving quality and services. By applying these recommendations, it is hoped that marketing strategies based on entrepreneurial values will continue to develop and provide a sustainable positive impact on the hospitality and restaurant sector in Bandung Regency, increase investment, and reinforce Bandung Regency's position as a premier tourist destination.

A Study on the Impact of Green Consumption Information Dissemination and Green Concern on Consumers' Green Purchase Intention on Social Media

Social media platforms impact consumer behavior, particularly regarding environmental sustainability. However, the impact of these platforms on promoting green consumption remains unclear, particularly in China. The gap between the widespread dissemination of green consumption information and actual behavioral change raises concerns about the effectiveness of social media campaigns in promoting genuine green consumption practices. A study aims to investigate the relationship between green consumption information dissemination, consumer green concern, and green purchase intentions in urban China. Preliminary findings show that green information significantly boosts green purchase intentions, particularly among younger and university-educated individuals

Expanding community-academic collaborations to improve COVID-19 vaccination: A rural-focused COVID-19 vaccination campaign

Background: Rural populations in the USA demonstrate a high degree of vaccine hesitancy, particularly surrounding COVID-19 vaccines. Objectives: Following the successful implementation of a COVID-19 vaccination campaign with a rural-based health system in New York state, the goal of this project was to develop a large community–academic partnership with multiple rural-based community organisations to implement an additional COVID-19 vaccination campaign tailored to rural audiences. Methods: Campaign materials were created and refined with several collaborators across multiple rural-based hospitals, health centres and community organisations. Campaign effectiveness was examined through an analysis of New York state vaccination data. Lessons learned: This project shows that larger community–academic partnerships involving multiple organisations can be achieved and utilised to address complex public health issues such as vaccine hesitancy. Conclusions: Larger and longer-term community–academic partnerships can be leveraged to combat a wide range of public health issues and enable a personalised focus on specific communities.

Information and campaign effects in the 2023 Australian Voice referendum

ABSTRACT Referendums differ from general elections in the choices that are offered to voters and in the cues that are available to them to reach a decision. This difference makes the quantity and quality of the information that is available during a referendum campaign crucial to the outcome. This paper uses a unique panel survey to examine the role of the campaign in shaping the outcome of the October 2023 Voice to Parliament referendum. We find that the political cues offered to voters – reflected most prominently in voters’ views about the major party leaders – were the most important campaign effects shaping the result. Interpersonal communication also mattered, but government-supplied information and mass media exposure had no effect. The findings highlight the central role that a campaign driven by elites plays in shaping the outcome of a referendum.

Assessing Theoretical Mediators of Campaign-Induced Communication in the Context of Social Norms Campaign

ABSTRACT The present paper examines the role of campaign-induced communication on the effects of a social norms campaign by focusing on cognitive elaboration, perceived injunctive norms, and message recall as mediating variables. Participants (n = 252; m age = 20.26) read an injunctive norms campaign message about choosing not to drink at parties or when socializing and were randomly assigned to one of three conditions (control: received no prompts, prompt only; received prompts to engage in interpersonal communication about the campaign message with close others during the following week; prompt & plan: received prompts to engage in interpersonal communication with close others during the following week and to write a plan for the communication). The results revealed that the prompt (either alone or with the plan) significantly motivated participants to engage in positive conversations about the campaign message during the next week. Similar to past findings, higher frequency of positive conversations about the campaign message indirectly predicted better behavioral outcomes via higher cognitive elaboration. The findings suggest that social norms campaign developers should be encouraged to design social norms messages with a brief prompt to motivate the target audience to engage in interpersonal communication and need to account for such interpersonal communication and its indirect effects in evaluating campaign messages.