COM CM 301 Chapter Notes - Chapter Wilcox Ch 8, Broom/Dozier: Content Analysis, Toll-Free Telephone Number

• School: Boston University
• Department: Mass Communication, Advertising & Public Relations
• Course: COM CM 301
• Professor: Edward J Downes

Document Summary

Wilcox 8: evaluation: evaluation: measurement of results against established objectives et during planning process, learn done right or wrong. Know why you should be able to--and why it can be difficult to--evaluate a campaign"s success. Understand the relationship between (cid:498)objectives(cid:499) and (cid:498)evaluation(cid:499) used to evaluate success precise, oriented objects that are realistic, Informational- measurement techniques show successful information communicated to target audiences. Personnel and management should agree on criteria that will be: before any pr program can be evaluated it is important to have established set of measureable objectives: credible, measurable, and compatible with clients demands on pr. Production, exposure, audience awareness, attitudes, action: production how many releases, blogs, etc. in a given period of time. Know how you could measure media exposure, audience attitude and audience action: message exposure: compilation of print and broadcast mentions- clips. Ability for organization or its pr firm to do an accurate count of how many media stories are generated by program or campaign.