UPC 55: Monitoring and Evaluating Media Messages

This course focus on various aspects related to monitoring and evaluating media messages such as developing measures of the media campaign’s audience’s knowledge, attitudes, and intentions to use psychoactive substances, using pre-and post-assessments of these measures to determine campaign effectiveness, and determining if persuasive effects found on immediate post-campaign measurement persist over time, at the individual and community levels. It also describes the data necessary to inform the development of effective substance use prevention campaigns in the home context.