APR 271 Lecture Notes - Lecture 1: Repeated Measures Design, Product Placement

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 271
• Professor: Tobias Hopp

Document Summary

Needs to be built into the strategic plan. Exposure metrics: awareness objectives, media impressions and post campaign awareness surveys. Is it good or bad in my own personal opinion. Seek to measure factors related to the production and distribution of a message. Awareness outputs: degree to which members of a public are aware and understand the content in a message/campaign. Implicit: series of commercials, list given, circle brands you saw, product placement in a movie. Explicit: write the brands you saw, word fragments-fill it in. Acceptance outputs refer to the degree to which members of a public accept the message o. Action outputs refer to behavior among our publics of interest: audience participation, direct observation o. Approaches taken when designing evaluation plans: after only study (pretest) o. Disadvantage: pretest introduces a form of bias because they can know/guess what a study is about and can respond in the postest with what they think the researcher is looking for o.