Chapter 8 APR 231
Chapter 8 APR 231 APR 231
Popular in Intro public relations
Popular in Advertising
This 3 page Class Notes was uploaded by Courtney Small on Tuesday February 23, 2016. The Class Notes belongs to APR 231 at University of Alabama - Tuscaloosa taught by William J. Gozenbach in Fall 2015. Since its upload, it has received 15 views. For similar materials see Intro public relations in Advertising at University of Alabama - Tuscaloosa.
Reviews for Chapter 8 APR 231
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 02/23/16
Chapter 8: Evaluation Evaluation • Fourth step in PR process • The systematic assessment of a program and its results. It is a means for practitioners to offer accountability to clients and to themselves • Also, way to improve and adopt management by objectives Objectives • Need specific objectives to measure against • Evaluation really starts in planning • Iterative process • Budget for evaluation and measurement; 1990s about 1%; now about 4-‐5%; advocates – about 10% • Informational: awareness, info: show info communicated • Motivational: attitude, behavior; more difficult Objectives Checklist • Was the activity or program adequately planned? • Did the recipients of the message understand it? • How could the program strategy have been more effective? • Were all primary and secondary audiences reached? • Was the desired organizational objective achieved? • What unforeseen circumstances affected the success of the program or activity? • Did the program or activity fall within the budget set for it? • What steps can be taken to improve the success of similar future activities? Lindenmann/Ketchum • Level 1: Basic • Such as message production, distribution and placement • Doesn’t tell us about audience processing Measurement of Production • Measure output from practitioners • Quantity oriented: 50,000 brochures, 25 press releases • Same for distribution as production: distribute brochures (10,000 to each branch office) • Objectives for placement not feasible 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) • Basic Web Analytics: Hits on Internet: hits, pages, time • Advertising equivalency value/Dollar value (AVE); declining use • 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 • On-‐line 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: Spend $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 o Ex. Day-‐after recall o Change from benchmark or baseline o 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, 800 numbers, site visits, e-‐mail • Sales • Attend: Outside factors, Ex. Symphony Self-‐reports to evaluate (vote intention) Requests and 800 Numbers • Responses 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 o Content analysis o Readership interest surveys o Article recall o Advisory boards
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'