CCOM 7311 Learning Unit 2 : Evaluating Communicating Strategy Flashcards
What are the 5 steps of the planning cycle of research and evaluation ?
1) Audit research 2) Objectives 3)Plan and execute 4) Measure and evaluate 5)Results
Describe the auditing step in more detail (4 marks)
Also called formative research . Research is used to ID issues then create benchmarks. Consists of taking stock and analysing existing data .
Describe the Set Objectives step in more detail (3 marks)
Use audit data to set objectives that are in line with corporate objectives . Objectives must be S.M.A.R.T
Describe the planning and execution step in more detail (3 marks)
Design and execute the campaign . Pre -test messages and communication tactics . Aids in gauging the aprropriateness of the message
Describe the measurement and evaluation step in more detail (3 marks)
Campaign is measured at different times . Check if desired results are being achieved . Monitor how communication is being executed.
Describe the results step in more detail (3 marks)
Full assessment of post campaign results . Has there been a change in awareness , attitudes and/or behaviour . Cycle starts again from this point .
List the 3 benefits of research and evaluation throughout the planning process
Increased effectiveness per repetition of the cycle . Aids in continuous adjustment to the campaign . Helps future communication efforts .
Briefly describe the preparation stage in the evaluation of corporate communication
Evaluates the different levels of preparation undertaken during corp strategy which determines CONTENT
List the 3 levels of the preparation stage of evaluating a CC strategy
1) Adequate background info 2) Appropriiteness of message 3)Quality of message and activity presentation .
Briefly describe the implementation stage of evaluating CC
Concerned with OUTPUTS
List the 4 levels of the implementation stage
1/ Number of messages sent to the media 2/Number of messages placed and actvities implemented
3/ Number who receive messages and actvities
4/Number who attend to messages and actvities
Briefly describe the Impact stage of evaluating CC
Concerned with OUTCOMES
List the 6 levels of the impact stage
1/ Number who learn message content 2/Number who change opinion 3/Number who change attitude 4/ Number who behave as desired 5/Number who repeat behaviour 6/Societal and cultural change .
List the 9 steps of a communication evaluation guide
1/Determine whats being evaluated 2/Define your goal 3/State your objective 4/Identify your audience 5/Establish your baseline 6/Pose Evaluation Questions 7/Draft your measurements 8/Select evaluation techniques 9/Estimate your budget .
List the 4 benefits of evaluating communications
1/Increases communications effectiveness
2/Effectively engage your audience
3/Adapt to changing situations
4/Wise resource allocation