The Euro 2002 Information Campaign: Analysis and Evaluation of the National Advertising Campaigns

Chiara Valentini
Centro Polifunzionale di Gorizia, University of Udine, Italy
April, 2003
 

Abstract

The aim of this research is to analyze and compare the national advertising campaigns developed by the twelve EU countries for the introduction of the euro. The first part of this research focuses on the presentation of the information campaign at the European level, which was the general framework for all the other national campaigns. After some considerations about the objectives, the structure and the communication strategies adopted at the European level, this research focuses on the national advertising campaigns. The twelve countries, which introduced the new currency, were divided by communication strategy adopted and compared each other by the media evaluations, communication effects (message content), evaluated mostly on the basis of “recognition” and “recall” and results achieved.
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We wish to acknowledge the financial support of the Social Sciences and Humanities Research Council for their financial support through theAid to Scholarly Journals Program.

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