ABSTRACT
This chapter presents and explains the levels and basic variables to be considered when studying the effectiveness of communication measures. Controlling communication activities and, assessing their effectiveness, are tasks which are often neglected by both private and public bodies. The chapter identifies the various control mechanisms for communication, and also presents the approach best suited to a specific communication campaign. Communication activities are rarely evaluated – due both to cost and the difficulty in confronting failures and the desire to go forward. Effectiveness Analysis – the most common form of assessment of a communication campaign. Assessing the concept's coherence: particular attention must be paid to ensuring that the framework of conditions for communication activities is respected, and that the decisions taken during the process fit in with one another. Take, for instance, communication measures to prevent obesity among children and teenagers. The model concerns a basic communication approach and, among other things, differentiates between the party communicating, the support and the persons targeted.
