Chapter Questions
Why should the 'Still Killing Jill?' campaign, presented at the start of this chapter, have tried to measure attitude change to organ donation?
What are pre- and post-testing?
Write a brief report comparing recall and recognition tests.
What are the principal dimensions of likeability as a measure of advertising effectiveness?
Write brief notes explaining why media comparison techniques are inadequate measures of public relations.
Explain in note form the core characteristics of the Promise Index and the Net Promoter Score.
What are the techniques used to measure website effectiveness? Are they any good?
What is the core activity of online communications? Sketch out the social media measurement process.
Many organisations fail to undertake suitable research to measure the success of their campaigns. Why is this and what can be done to change this situation?
Comment on the view that, if a method of evaluation and testing lacks objectivity and measurability, then the method should not be used.