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| Author: | Bates, N. Buckley, S. |
| Title: | Exposure to paid advertising and returning a census form |
| Journal: | Journal of Advertising Research
2000 : JAN-APR, VOL. 40:1,2, p. 65-74 |
| Index terms: | ADVERTISING RESEARCH MONEY |
| Language: | eng |
| Abstract: | For the first time in history, the U.S. decennial population census (Census 2000) used paid advertising in hopes of increasing census awareness and participation. This study investigates the relationship between the use of paid advertising and the likelihood of mailing back a census form during a pre-test Census 2000 -- the Census 2000 Dress Rehearsal. The study used random-digit dial survey data and Census Bureau records to determine whether recalled exposure to advertising has a significant impact on the likelihood of returning a form. |
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