Detect Cancer Earlier marketing campaign: evaluation report 2023/2024

Footnotes

1. Social Grade is the ‘common currency’ social classification used by the advertising industry and employed throughout marketing, advertising and market research. The classification assigns every household to a grade, usually based on the occupation and employment status of the Chief Income Earner in the household.

2. Cancer strategy 2023 to 2033 - gov.scot (www.gov.scot)

3. Campaign recognisers refers to respondents who recognise any element of the campaign when they are shown the campaign at the post campaign evaluation.

4. Campaign recognisers: Respondents who recognise any element of the campaign when they are shown the campaign at the post campaign evaluation.

5. Relevance, Understanding and knowledge, Stand-out/salience, Trust, Interest, Credibility/self-efficacy, Motivation. Measured using a battery of statements with which respondents are asked to agree/disagree.