SOCIAL CHANGE PROCESS
- As it relates to media spending and paid media exposure, two significant forces were at play during the final year of the campaign:
- The total 2001 advertising buy did not run during the tracking period.
- Unavoidable delays in approving the City of Los Angeles’ public education contract caused a delay in getting media funds to the County’s program, which had an adverse effect on the original recommended media plan.
- A significant shift from the planned media campaign to the actual media campaign included a radio buy that was 30% less than planned resulting in 800 fewer actual units of radio exposure during the tracking period.
- These changes are believed to explain the decreased awareness scores in the Final Evaluation Study.
- Media became more expensive in the last two years of the campaign.
- The cost of media in the Los Angeles market rose at least 15% annually during the last two years of the campaign.
- Given these cost increases, much of the increased spending levels on advertising was negated by inflation.
- This means that the County’s higher spending on advertising during the final two years did not result in significantly increased media exposure.