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318 CHAPTER CHAPTER CONTENTS 11.1 The Importance of Evaluation 320 11.1.1 Reasons to Conduct an Evaluation 321 11.1.2 Conducting Research Using the Scientifi c Method 323 11.2 The Three Phases of Campaign Evaluation 327 11.2.1 Before the Campaign: Conducting Formative Research 328 11.2.2 Four Types of Formative Research 329 11.2.3 During the Campaign: Conducting Process Research 330 11.2.4 After the Campaign: Conducting Summative Research 332 Summative Research: Outcome Evaluation 332 Summative Research: Impact Evaluation 333 11.3 Five Considerations in

290 CHAPTER CHAPTER CONTENTS 10.1 The Importance of a Detailed and Organized Plan for Implementation 292 10.2 How Should I Prepare, Enact, and Monitor an Implementation Plan? 295 10.2.1 Principle 1: Clarify Purpose and Objectives 295 10.2.2 Principle 2: Rely on the Strategic Plan to Translate Objectives into Action Steps 298 10.2.3 Principle 3: Audit, Mobilize, and Manage Resources 300 10.2.4 Principle 4: Assign Responsibility for Implementing Campaign Activities 303 10.2.5 Principle 5: Be Prepared for Contingencies 305 10.2.6 Principle 6: Pause, Refl ect

Part One The Campaign This page intentionally left blank 15 Chapter 1 Annus Horribilis Goldwyn’s Folly Let’s enter the campaign by way of The Goldwyn Follies (1938). No film better represents the problems the industry faced in 1938 or the way that films might be imagined as vehicles for addressing them. Re- leased six months before MPGY began, The Goldwyn Follies takes as its subject the difficulties of making movies for a recalcitrant public, on the eve of the industry’s singular preoccupation with them, and exem- plifies those difficulties through its own

CHAPTER 6 Campaigns As a result of a series of disagreements, fighting broke out on May 25, 1918, between the Czech corps, then being transported from European Russia to Vladivostok, and Soviet troops. The small Czech forces succeeded in overthrowing Bolshevik rule in some of the major cities along the Trans-Siberian railroad with amazing rapidity. The clash between the Bolsheviks and the Czechs can be regarded as the beginning of the Russian Civil War. Because of lack of food, foreign enemies, and spreading anarchy, the Soviet regime had lived in a

138 In late September 2010, an unlikely campaign appeared to be on the verge of making history. Just as voters in 1996 had rocked the politics of pot by making California the fi rst state in America to permit marijuana for medical use, the Golden State was now seriously contemplating legalizing cannabis as an adult pleasurable pursuit. Voters were tuning in to the message of the Yes on 19 cam- paign: California was broke following an epic fi scal crisis. Cops were wasting millions of dollars busting and jailing pot smokers. Tax revenues from voter

appendix List of Campaign Leaders 197 Real names of respondents are provided; all interviewed by author. u.s. abstinence campaign leaders Booz, Laura (Pure Freedom). August 21, 2004. Milwaukee, Wis. Burtt, Jason (Silver Ring Thing). September 21, 2008. Pittsburgh, Pa. Crouse, Janice (Beverly LaHaye Institute, Concerned Women for America). September 14, 2004. Washington, D.C. Etheridge, Albert (STAND/True Love Waits). June 26, 2004. Dallas. Gresh, Dannah (Pure Freedom). October 16, 2004. Chicago. Hayes, Kristi (Abstinence Clearinghouse). September 14, 2004

C H A P T E R S I X The Ono Campaign A "Regular" Housewife in Elite Politics It's 5:30 on July 19,1992, a Sunday afternoon in the Ginza. Traffic has been blocked from entering the main street in order to create a "walker's heaven." But the "walker's heaven" will end at 6:00, and few have lingered to enjoy the remains of paradise. It is hard to believe that this is Tokyo's most famous shopping district, probably one of the pre- mier collections of clothing designers' shops, swank restaurants, and costly amusement spots in the world. Then again, it is so

Chapter The Campaign for Communism The delegates from the USPD, SFIO, and PSI returned to their countries to launch ardent campaigns for or against accep- tance of the Twenty-one Conditions. The period between the end of the Second Congress and the national congresses of the three parties, in October, December, and January, respectively, was one of factional reshuffling and intense polemic, a time which would in many ways define the nature of communism and socialism in each country for the next generation. The Twenty-one Conditions and the theses of the

C H A P T E R 8 Beethoven's Early Aesthetic Campaigns A reputation that rests on what an individual says and does to maintain it is perpetually vulnerable, however culturally powerful that individual may be. But there are more secure mechanisms for the renewal and dis- semination of reputation, ones that can help to institutionalize social identities and social roles. Over time, pro-Beethoven values were incor- porated into the very instruments for musical action and musical dis- course within the Viennese musical world during the early 1800s. This chapter

Chapter Three Squadrista: Campaigns 1921 For an ambitious young man eager to launch a political career, the position as political secretary of the Ferrarese fascio pre- sented an opportunity—but certainly no sinecure. No one, least of all Balbo, anticipated how quickly fascism would develop, or, indeed, that it would develop at all. Mussolini himself had doubts about fascism's potential: if the movement did have a future it lay, he was convinced, in the cities.1 Yet, due in large part to Balbo's leadership, fascism captured the province of Ferrara with