CMST 2PR3 Chapter Notes - Chapter 8: Copy Testing, Media Monitoring, Goal Setting
28 Dec 2017
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Document Summary
Evaluation is the process by which we determine the value of our work. We use evaluation to understand our return on investment, to demonstrate to employers and clients the value they receive when they invest into our programs. Evaluation and research go together, and are used continuously throughout strategic pr programs. Ex. surveys are still conducted to gather data that describe demographics and. The data from surveys conducted before a campaign can be used as a baseline from comparison to data collected during and after a campaign to assess changes in cognition, attitudes, and behaviour. Digital watermaking: information embedded into digital audio and video signals that can be used to track when and where the content is delivered. Technology that enables audio and video to be tracked with digital information woven into the signals that carry programming content. Helps nielsen track which signals reach your tv and mobile devices.
