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Related Flashcards
Related Topics
Cards In This Set
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Evaluation
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The measurement of results against established objectives
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Measurement
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The systematic assessment of a program and its results
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3 levels of measurement and evaluation
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Advanced
intermediate
basic
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Advanced measurement and evalutation
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Measuring:
behavior change
attitude change
opinion change
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Intermediate measurement and evaluation
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Measuring:
retention
comprehension
awareness
reception
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Basic measurement and evaluation
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Measuring:
targeted audiences
impressions
media placements
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5 common methods of evaluation
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1.measurement of production
2.measurement of exposure
3.audience awareness
4.audience attitudes
5.audience action
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Measurement of production
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This type of evaluation is skewed because it measures quantity not quality.
simplest and weakest form of evaluation
best used for producing collateral material
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Measurement of message exposure
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Most widely practiced form of evaluating public relations programs and is a compilation of print and broadcast mentions
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Media impressions
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Describe the potential audience reached by a periodical, broadcast program or website
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Return on investment
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Measures the cost effectiveness of the audience and is used to place costs in perspective
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Measurement of audience awareness
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A higher level of education, used to determine whether the audience actually became aware of the message and understood it
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Measurement of audience attitudes
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Uses a baseline study to measure this
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