APR 271 Lecture Notes - Lecture 2: Product Placement, Repeated Measures Design

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Needs%to%be%built%into%the%strategic%plan
4%PR%metrics
Awareness%objectives
a.
Media%impressions%and%post%campaign%awareness%surveys
b.
Exposure%metrics
1.
Acceptance%objectives
a.
2.
Acceptance%objectives
a.
Influence%metrics
3.
Action%metrics
4.
Types%of%Data%collection:
Personal/subjective%evaluations%of%a%program's%effectiveness
"from%the%gut"
Opinion%based
Is%it%good%or%bad%in%my%own%personal%opinion
Judgmental%assessments
!
Message%production
!
Message%distribution
!
Message%cost
!
Publicity%value
!
Advertising%value%equivalency%
!
Seek%to%measure%factors%related%to%the%production%and%distribution%of%a%
message
Communication%outputs
!
PublicsQbased%outputs
!
Exposure
!
Content%quality
!
Readability
!
Do%you%remember%it
Implicit:%series%of%commercials,%list%given,%circle%brands%you%saw,%
product%placement%in%a%movie
Explicit:% write%the%brands%you%saw,%word%fragmentsQfill%it%in%
Recall
!
Degree%to%which%members%of%a%public%are%aware%and%understand%the%content%
in%a%message/campaign
Awareness%outputs
!
Feedback
Attitude%measures
Behavioral%intention%measures
Acceptance%outputs%refer%to%the%degree%to%which%members%of%a%public%accept%the%
message
!
Audience%participation
Direct%observation
Relative%media%effectiveness
Action%outputs%refer%to%behavior%among%our%publics%of%interest
!
Exposure:%communication%output
!
Engagement:%awareness%output,%acceptance%output
!
Influence:%acceptance%output
!
Action:%action%output
!
After%only%study%(pretest)
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
!
Before%and%after%(pretest/postest)
Uses%the%same%subset%of%people
!
Controlled%before%and%after%(repeated%measures)
Approaches%taken%when%designing%evaluation%plans:
!
Evaluation
Monday,%November% 9,%2015
1:48%PM
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