Evaluation: How results are compared to original objectives. ” . . . the systematic assessment of a program and its results. It is a means for practitioners to offer accountability to clients — and to themselves.”

Advertising Ecquivalency (AVE): the value of message exposure. A comparison is made between advertising (amount and costs) and stories in the news. Many people say this method does not work simply because the two factors cannot be compared. However many companies still trust this method.

Measuring Audiences:

  • Audience Awareness – Measure the audiences understanding of messages by asking the audiences questions about the content of the message either directly after or the day after.
  • Audience Attitudes – base line studies measure attitudes of audiences before, after and during campaigns
  • Audience Action – people can’t just know about the issue or product; they must act!

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