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11 Cards in this Set
- Front
- Back
Measurement of Exposure
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- compilation of clips, radio/TV time
- burelle/luce: monitor numerous media - media impressions: gross impressions: article in 150,000 circ newspaper; 150,000 gross impressions; issue of pass along (4x) - hits on internet: hits, pages, time |
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Measurement of Exposure
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- advertising equivalency value/dollar value (ave)
- 5 column inchs story, $100 for column inch, $500 ave - use for tv, radio 60 second ad cost $2000; ave $2000 for 60 sec story - issues of ad equivalency: pr value 3x - weighted media cost: quality of media neighborhood |
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Systematic Tracking
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- type of publication
- sources quoted - mention of key copy points: content analysis - releases sent/actually published, ROI - online |
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Cost per person or cost per 1000 (CPM) and Return on Investment (ROI)
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- per person: $5000 for 100,000, 5 cents per person
- CPM: 5 cents x 1,000 = $50 per 1000 - compare cost of advertising vs. PR - return on investment: send $500,000 get $20 million in sales; ROI is 40 times cost |
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Lindenmann/Ketchum
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- level 2: intermediate
- move beyond simple placement to levels of awareness/information |
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Measurement of Awareness (and Information)
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- higher level of evaluation
- require survey tools * ex. day-after recall * change from benchmark or baseline * pre-post test - measure whether message received, attended to, understood and retained |
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Lindenmann/Ketchum
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- level 3: advanced
- opinion change - attitude change - behavior change |
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Measurement of Attitudes
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- shift in valence (+ or -)
- change from benchmark, baseline - pre-post test |
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Measurement of Action (Behavior)
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- key objective usually linked to behavior
- tracking measurable behaviors such as orders, calls - sales - attend: outside factors, ex. symphony - other use self-reports to evaluate |
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Requests and 800 Numbers
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- response keyed to release
- calls, response cards, box numbers, operator numbers |
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Measurement of Supplemental Activities
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- communication audit: 12 months
- pilot tests/split messages - meetings/events; evaluation form - newsletter readership * content analysis * readership interest surveys * article recall * advisory boards |