Chapter 8 notes

June 11, 2010 cjenkins8

Public Relations Effectiveness

Advanced measuring

  • Behavior change
  • Attitude change
  • Opinion change

Intermediate measuring

  • Retention
  • Comprehension
  • Reception

Basic measuring

  • Targeted audiences
  • Impressions
  • Media placement

Measurement of message exposure

  • Media impressions
  • Hits on the Internet
  • advertising Equivalency
  • Systematic tracking
  • Request and 800 numbers
  • Return on investment
  • Audience attendance
Advertisements

Entry Filed under: Reading Notes

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