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

Author(s):

Jamison, Dean T.

Publication Year:

1975

Report Number:

RM-75-03

Source:

ETS Research Memorandum

Document Type:

Report

Page Count:

18

Subject/Key Words:

Cost Effectiveness, Economic Research, Educational Technology, Mass Media, Program Costs, Program Evaluation, Television

Abstract

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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