广告效果测评

Continued --_ Evaluation is the measurement of results against objectives , this can enhance future performance and also establish whether the goals of management by objective have been met . _ Evaluation is well described as ( the systematic assessment of a program and it’s result , it is a mean for practitioners to offer accountability to Clients and to themselves .


Within budget?
Steps to improve?
Current Status of Measurement and Evaluation
_ The proportion of public relations Budgets devoted to measurement and evaluation grew over the 1990s to about 5 percent . On the most basic level , practitioners can measure message distribution and media placements . The second level would be measurement of audience awareness , comprehension and Retention . The most advanced level is the measurement of change in attitudes , opinions and behaviors
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Continued …
2. Don’t wait until the end of public relations programs to determine how it will be evaluated . ( Evaluating impact starts in the planning stage , you break down the problem into measurable goals and objectives then after implementing the program , you measure the results against goals ) _ If the objective is informational , measurement techniques must show how successfully information was communicated to target audiences .
Effectiveness Evaluation
Overview

The Purpose of evaluation Objectives Status of evaluation and measurement

Measurement

Production Exposure Awareness Attitudes Action Supplemental activities
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Objectives: A Prerequisite for Evaluation
Before any public relations program can be properly evaluated , it’s important to have a clearly established set of measurable objectives , these should be part of the program plan but first some points need to be reviewed . 1. Public relations personnel and management should agree on the criteria that will be used to evaluate success in attaining objectives .
Objectives: A Prerequisite for Evaluation
Evaluation Questions

Adequately planned? Message understood? How more effective? All primary and secondary audiences reached? Organizational objective achieved? Unforeseen circumstances?
Continued…
_ Motivational objectives are more difficult to accomplish , if the objective is to increase sales or market share , it’s important to show that public relations efforts caused the increase rather than advertising or other marketing strategies , But if the objective is to change attitude or opinion , research should be done Before and after public relations activity to measure the percentage of Change
The Purpose of Evaluation
The fourth step of the public relations process is evaluation – the measurement of results against established objectives (194).