Population Research and Policy Review 21: 155–161, 2002. © 2002 Kluwer Academic Publishers. Printed in the Netherlands. Advertising the Census: A commentary on the “Census 2000 Partnership and Marketing Program Evaluation”, Population and Policy Review, Special Issue: Census 2000 DAVID W. STEWART Marshall School of Business, University of Southern California The United States Census Bureau faces an especially daunting task: ﬁnding and counting every person in the United States every ten years. Response to the census count has long been problematic but it has become an increasingly troublesome issue during the past several decennial censuses. Past efforts to encourage participation in the census count have relied on voluntary programs and pro bono efforts that are difﬁcult to coordinate, largely unfocused, and de- pendent on the goodwill and competence of many different local community partners, public organizations and volunteers from the commercial sector. As Rivers, Poyer and Norris (2002) observe, the Census 2000 Partnership and Marketing Program was the ﬁrst effort of the Census Bureau to use an integ- rated marketing campaign and paid advertising to encourage participation in the decennial census count. A commentary on the Census 2000 Partnership and Marketing Program Evaluation on this program provides an opportunity
Population Research and Policy Review – Springer Journals
Published: Oct 10, 2004
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