
Public Information Campaigns ◾ 85
sponsored by market research companies like Gallup, Nielson, and Cision can
provide information sucient for understanding the campaign audience(s).
However, there are times when descriptive information does not exist for audience
members. erefore, primary research is helpful in gathering audience-specic
information. rough surveys, focus groups, interviews, and even observation,
informative information can be collected regarding audience demographics and
psychographics. A sample audience prole developed for the DOD’s communica-
tion campaign for alcohol reduction is included in Box5.1. is