| Term | Definition |
|---|
| media impression | the potential audience reached by a periodical, a broadcast program, or an internet web site (how many people may have been exposed to the message) |
| return on investment (ROI) | is the ratio of money gained or lost (whether realized or unrealized) on an investment relative to the amount of money invested If an organization spends $500k on a campaign and it results in a $20 million increase in sales, the ___ is 40 times the cost |
| Costper-thousand (CPM) | taking the cost of the publicity program and dividing it by the total media impressions |
| day-after recall | participants are asked to view a specific television program or read a particular news story. The next day they are interviewed to learn which messages they remembered |
| evaluation | the measurement of the results against established objectives set during the planning process (also the systematic assessment of a program and its results) |
| Ketchum monograph | write the most precise, most results-oriented objectives you can that are realistic, credible, measurable, and compatible, w/ the client's demands on public relations |
| 3 levels of measurement and evaluation | (1) compilation of message distribution and media placement (2) measurement of audience awareness, comprehension, retention (3) measurement of changes in attitudes, opinions, and behaviors |
| measurement of production | how many news releases, feature stories are produced in a given period of time quantity vs. quality? |
| measurement of message exposure | compilation of print and broadcast mentions. large companies use monitoring services to scan large #s of publications (also thru calculating media impressions..potential audience reached) |
| hit (visit) | each instance of a person accessing a site |
| advertising equivalency (AVE) | to 'measure' the benefit to a client from media coverage of a PR campaign. AVE's would commonly meaure the size of the coverage gained, its placement and calculate what the equivalent amount of space, if paid for as advertising, would cost (some say it puts a value on PR) |
| systematic monitoring | can benchmark coverage b4 and after a campaign to determine whether an organization's publicity efforts paid off in terms of placements and mention of key messages |
| systematic tracking | computer software and databases can analyze the content of media placements by such variables as market penetration, type of publication, tone of coverage, etc |
| Measurement of Audience Awareness | the 2nd level of pr evaluation. pr practitioners measure whether target audience groups actually received the messages directed at them and paid attention to them. (can be measured thru sureys and unaided recall..prunes) |
| baseline study (benchmark studies) | is a measurement of audience attitudes and opinions before, during, and after, a pr campaign. |
| baseline study (benchmark studies) | "The only way to determine if communications are making an impact is by pre- and posttest research. The 1st survey measures the status quo. The 2nd one wil demonstrate any change and the direction of the change. |
| communication audit | "The most important reasons for a ___ ___ are to help establish communication goals and objectives, to evaluate long-term programs, to identify strengths and weaknesses, and to point up any areas which require increased activity |
| pilot tests | companies test the message and key copy points in selected cities to learn how the media accept the message and how the public reacts. (pretesting w/ a sample group from the target audience) |
| split-message approach | common in direct mail campaigns, where 2 or 3 different appeals may be prepared by charitable organization and sent to different audiences. |
| measurement of audience action | when pr campaigns are evaluated by how they help an org. achieve its objectives thru changing audience behavior, whether it involves fundraising or sales |
| measurement of supplemental activities | performing a communication audit or pilot test to pretest a pr effort. Also meeting and event attendance along w/ newsletter readership |
Combine with other sets
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