• Shuffle
    Toggle On
    Toggle Off
  • Alphabetize
    Toggle On
    Toggle Off
  • Front First
    Toggle On
    Toggle Off
  • Both Sides
    Toggle On
    Toggle Off
  • Read
    Toggle On
    Toggle Off
Reading...
Front

Card Range To Study

through

image

Play button

image

Play button

image

Progress

1/11

Click to flip

Use LEFT and RIGHT arrow keys to navigate between flashcards;

Use UP and DOWN arrow keys to flip the card;

H to show hint;

A reads text to speech;

11 Cards in this Set

  • Front
  • Back
Measurement of Exposure
- 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
Measurement of Exposure
- 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
Systematic Tracking
- type of publication
- sources quoted
- mention of key copy points: content analysis
- releases sent/actually published, ROI
- online
Cost per person or cost per 1000 (CPM) and Return on Investment (ROI)
- 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
Lindenmann/Ketchum
- level 2: intermediate
- move beyond simple placement to levels of awareness/information
Measurement of Awareness (and Information)
- 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
Lindenmann/Ketchum
- level 3: advanced
- opinion change
- attitude change
- behavior change
Measurement of Attitudes
- shift in valence (+ or -)
- change from benchmark, baseline
- pre-post test
Measurement of Action (Behavior)
- 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
Requests and 800 Numbers
- response keyed to release
- calls, response cards, box numbers, operator numbers
Measurement of Supplemental Activities
- communication audit: 12 months
- pilot tests/split messages
- meetings/events; evaluation form
- newsletter readership
* content analysis
* readership interest surveys
* article recall
* advisory boards