PUR 3000 Lecture Notes - Lecture 12: Swot Analysis, Likert Scale, Focus Group

• School: University of Florida
• Department: Public Relations
• Course: PUR 3000
• Professor: Jungyon Won

Document Summary

Attitudinal; eg improv perceptions, opinions behavioral; get votes, do this. Increase awareness: audiences, public relations campaigns are directed toward specific and defined, types: internal versus external audiences, media may or may not be an audience, whats the different among: Primary and secondary audiences: primary (target): t, strategies and tactics, strategy statement, specific activities that put the strategies into operation and help achieve overall goal and stated objectives. Deciding when a campaign should be conducted determining. How much will it cost two major budget categories measured against objectives. Objectives and evaluation objectives are prerequisites for evaluation: objectives and evaluation essentially the same thing, when you are setting your objectives, you also need to think about how you are going to evaluate. Sophisticated objectives-message dissemination, audience attitudinal objectives; before and after research, measure percentage of change behavioral objectives; Measuring: behavior change, attitude change, opinion change. Cpm= cost of the program/total media impression.