Communications Measurement & Evaluation
Communications Measurement & EvaluationCommunication measurement and evaluation has come a long way in just a decade. Finally, measurement has become the watchword and “results, results, results” the mantra of executives. Instead of viewing an organization’s communication as a kind of mystical intangible — intangible methods, intangible effects and intangible results — we now measure everything in our effort to build strong relationships with key publics and contribute to our organization’s success. This crucial step has finally made us strategic.Read Chapter 12 in its entirety before you start your discussion post assignment.
Re-examine the research methodologies identified in Chapter 3.
Determine and discuss how each of the Primary Research areas covered on pages 55-59 in your textbook can be converted to an evaluation tool and would work best for Comcast
Discuss each of the following five areas:
Focus Groups (discuss this area in a minimum of a paragraph)
Copy and Product Testing (discuss this area in a minimum of a paragraph)
Psychographic Studies (discuss this area in a minimum of a paragraph)
Social Media Analytics (discuss this area in a minimum of a paragraph)
Survey Research and Opinion Sampling (discuss this area in a minimum of a paragraph)
I AM LOOKING FOR SPECIFICS! DO NOT GIVE ME A GENERAL OVERVIEW OF WHAT EACH AREA CAN DO, RATHER SPECIFICALLY DETAIL HOW EACH OF THESE FIVE AREAS WILL BE USED TO BEST SUIT Comcast
Use headers to identify each areaCite sources APA styleFOR PR, SOCIAL MEDIA AND MARKETINCi FOR PR, SOCIAL MEDIA AND MARlRph D. Ogden. and Chri1to pher E. WllaanISBN 978+5249•8314•7All rights reserved. No part of this public:ation may be reproduced. stored in a retriev:al l)’ltem. o r transmiu ed, in llllY form o r by lllly means. electnmic. mechanical, pho1.ocopying, recording. or otherwise. without the priorwrillen pennlu:ion of the ropyrlght owners.Printed in the United States or America I………,._._ ~ .. . I. . ……. ….. . ,—+——o• • . __ _, – . .. T’ ..,. .. • • • • • – • – . ……. .c;;:::==:.=.–+~–!–“”””‘:~–,·…,·,…· ·•: : :•: •: : : • : : : : : i • • • •• • l •• • ,I ,. • .,• I • •• ‘ – • . …. …. …. -. … . .·· ••··•’~-,,. , , ….. . ………. “, ……… . . . . . . . . • • • • • • • • •CONTENTS • • • • • • • • • •Chilpter 1PrefxeAclmowledgmrnllAbout the authonTIE IEUTIIHIIP·IIILDING lPPllCI TD CIIIIIHIClTIINI LfAllNINCi IMPERATIVESxvxviixix13Most trusted groups 4An Integrated appr<>Dllh 7Tlpl fton1 th• pros; Stratt1lc commun!n t loM IWMAT-5 lt”tUMl,,, IU ITll&TUIC” ITHl Hltfl~T W ~ATIMIS Ar;;i PR f’t::ilCTIOlll ~ ell~H 9Rlt1’£TM. flllllDI 10~ IKLAl ::s+wPI WllM f’WLKS 11f-1 can T~ 12TWI ITIIATl1’M: ~&TMMIII f;WI.TIU: 14Wli&MAII’ 15r. rsr1 l · Sttp Stntetlc CommunlcatloM Matrbt– t IO ..,171120NI tw COJfflUl’TICh~ptu 2Ch~ptar 3PIILIC INfllllATIII UI PEISUlllVE CIIIIIHICAJIOI LEARNING IMPERATIVESI” !’.lilt-23DJ4Shapi113 atti~s to change behavior 2SThe, lnftUl’nce or mental shortcuts on behavior 17Using bc.havior lo sqimc,nt publics ZIr n Opinion formation n Tips from Ill• pr~: Shapin! public opinion illThe p henomrnon or pera,ption JIOpinion leaders lJMcuuring public o pinion lJUsing mus media t o inftuencc publicsPersuaai”” appeab ~ , _ A,1,.,f ••Resean:b-based persuasion effortsThe elhlcs olpersu.uionU:11ltll,Hfffl:Rff:CHCIIIIIINICATIIIS IESEAICI MmHS LEARNING IMPERATIVESTIiiII• 1131404244444S474741NW.liaCN MI.T~ Alt!! f+lft IIWl!■6Jt’I’ It# fDlll..i 41‘ 50Orpnizational ,,,_rcl, 50internet and llbnuy research 51Extunal organizations 52Media auearch SJ Ch.ipter 4FOctllgroupsCopy and product testingPsydlographic studie5Social media arualyt iar,.,, ho,., hop oi · Beyond Ulflphf” • re,Sun,ey raearch and opinion sampling“””” …… 0 …… (1-llff”‘”~UUW::151.SRffl:MWH Mm &09lf~~ tttAC:mSSTUTECICAUY APPLYING IES[HCI HI HCIAL INIICHTS lfAllNIHG IMPEllATIVESSt.–.lc Communkatl0fl1 Matrix: llos.arch badllJOund, situation analysis and a,n p,oblom/ opportunltyM1tll1 appllod: Ros.arch bacq,….nd, lltuatlon54545′5’5751II‘° ‘3&4,467‘7” 71analysis and coro problom/ opportunlty n St:ala,holdcr research 74Identifying self-Interests T1ldmtifying opinion lend..-n T1,. “”” Tip• ftom tho p,o, Advlco fo1 tht dnac1nt11c rTIUfflCh~pter8 MHHGU. STUUGIH ANI TACTICS 13!1 1J9140LEARNINC IMPERATIVES•Primary rneuages 140Secondary nwossoges 14’1Es..,,,IW facton MlStrat.,k Communications Matri x: Action pbMI,. _ _.sa_.s, 11,11.,ies and beta MlDelh”Uing messages 143I •Informational venus motivational strategiesTips from tho,,._ • MHUtin1 your m .. ,..,.Choosing strategic channelsl144144145MS ,. How channels help (oau your tactics 141Declining importance of mass media channc,b 141Nt!W technologies and the Internet 150Citizen journalism and biogs 151Social media and the way we connect 151Tip• fro”‘ th• pt”1: Bu 1d1n, • su from thl p,o,. Spendlnt yoL1r mo~•Y slraltgicallyl~Mt’llllilCJSHRIRHtlCU ,._ AGe!limtM. HMM.IiiIIIPLEIHUJIII UI CDIIIIINICAJIIIS llNUEIIENT LEARNIH!i IMPERATJV£51•Stratqk CommunlcatlOfls Matrl•: c-munlcatlon lmple1Mnt1UonMatrix applled: lmpl-ntatlon tuk 11stTlpt fro111 IM pros: Movln1 from ,tann1n1 lo impl1mental onQYAI.IT’fCWTIIOlMini- Ill.lb paTips from 111• pros: Ho,. lo m••’t• 1 .. 11,,a11d campai1nsON&Dmi~~ll(fllCISHltlffKC1iS a AatTMnAL KU»:t-5:zoo :zoo Jll’IJll’I203 ZDJZDSZDI –‘1111 ZNZlllJ’IOJ’IJJ’IJ114114114CIIIIIIIICAJIIIS IWIIEIIENT lNI EVllllJIII 211 LEARNING IMPERATIVESE”-‘Lll>.-Mdli ,_, ~ ~m am! &lllffilnd(….-y1’171’19no Chapter 13I’(Stntetk Communkatlons Matrix: Ev1IAtlon criteria and tool,Matrix applied: Evalu1tlon criteria and toolsT””Tips f,o,-, the pros, Musurln11od ~ …..alaAdding evaluation tools to cll!endars and budgetsUIIKl1UKl’Cffii;:;tln .lllllANilf1on&.I. NADIM.ICULTIVlTIH ANI PITCHIH NEW IHINEH LEAANINC. IMPERATIVESll’ffHll”‘-1De,’eloping a new bu1iness pitchTips from the pros: Findln£ no:., bu sinusThe RF’P proeoessParts or an RFP ru1ponaeTip• ho,.. tho p,o,. A U r•t•tit rHpon1e to AFP1Ql:l:Wl~:S WltHI l8 Fl?CIC ttfW tlU511:fS1“‘ , Begin with some mathEvaluate your positio n‘ Do your nekan:hCarefully evll!uateMwit visulllUltKtU!iAEf’IAC!.cll MW ~noNM. tll.u.m5COJfflUffl ••2llm 22322422522’22,221227229 2212302J12)12322332342342312372312312)12)12)1241241242242 d COKTllXTICh.apter 14Ch.apter 15PIUEITAJIINI LEARNINC. IMPERATIVES245 :MS:MlSelttting the appropriate type or pre5entatioo 246Tip• frD,. tho pro, 0l&~o,..·nr pr•.untauon a”•l• tv :M7Respecting )’OUr audience :Mt~ ~Using technology ZSI“‘ 2SJ UHIIC.11.U 2SJtl-lnMCUETIICI All PIIFEIIIOULIII Lf:ARNINC. IMPERATIVESA shifting lanchcapef ICSCOrganizational ethicsCodes oC ethics and proCessloonl standardsPl!no11J1l ethics and deculon-maldngPl!nonal and proCuslonal developmentWork habits and job performancePersooal conductHuman relationsTip• froM lite pt•• Mow to pttfttVO your ,.punt lo•Mint IMW1IIIT’I’~Aft'(!1((11£1’1HMnafl!CU Ac:2 MelTi=:u.t M,…;s254255 zss ZS7251ZS,no ., … … 2’Sns ns-JS7 ., ., Z10 COJff&Hff … Appendix A TIPS FIi JU PIOI 271Appendix B SJUJECY IIIEFI 273Appendix C PIFHIIIHL CHES IF EJIICI 297CLIIIHY 323INIEl 329
