APR 231 Lecture Notes - Lecture 14: Column Inch, Web Analytics, Content Analysis

• School: University of Alabama
• Department: Advertising and Public Relations
• Course: APR 231
• Professor: William Gozenbach

Document Summary

Awareness: mass media: ads, news, features, radio/tv announcements; support with ewom, web. Interest: mass media, more detailed info: features, web, brochures; meetings, seminars. Evaluation, trial, adoption: personal experience, group norms, family/friend opinions; credible sources, experts contact. Budget for evaluation and measurement: 1990s about 1%; now about 4-5%; advocates- about 10% Such as message production, distribution and placement. Does not tell us about audience processing. Quantity oriented: 50,000 brochures, 25 press releases. 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 inch story; for column inch, ave. Use for tv, radio 60 second ad cost ; ave for 60 sec story. Issues of ad equivalency: pr value 3x. Weighted media cost: quality of media neighborhood. Mention of key copy points: content analysis.