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Remarks on Cost, Cost-Effectiveness, and Cost-Benefit Evaluation of Mass Communication Programs

Jamison, Dean T.
Publication Year:
Report Number:
ETS Research Memorandum
Document Type:
Page Count:
Subject/Key Words:
Cost Effectiveness, Economic Research, Educational Technology, Mass Media, Program Costs, Program Evaluation, Television


Some of the interrelations between communication and economics, the cost analysis of purposive communication projects, and cost- effectiveness and cost-benefit analysis in general, are all discussed. A methodology for assembling costs and a checklist of cost and finance areas to be examined are presented for mass- communication projects, and then a table showing the results of cost-analysis for several educational technology projects is presented. Cost-effectiveness is defined as seeking to maximize "output" for a fixed cost or minimize cost for a given level of output. Cost-benefit analysis is presented as including cost- effectiveness, but going beyond it in attempting to assign monetary values to different output combination. A specific example of cost-effectiveness analysis and of cost-benefit analysis are given.

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