Chapter 12 Quiz Flashcards
Evaluating PR efforts can be equated with ______
Demonstrating worth to an organization
when we use “exposure analysis” what are we measuring?
How many people saw a message?
When you select the correct metrics to evaluate a campaign, you are able to determine its _____
Level of success
“engagement” is a measure of _____, and “sentiment” is a measure of _____
Interaction; feeling
in order to be effective in measurement and evaluation, what should social media professionals do?
Invest in the management tools
which component is the most important in creating SMART objectives?
Measurability
analytics is concerned with the _____, while analysis focuses on the ______
Future; past
which organization has taken the lead in creating a consistent and sustainable model for measurement and evaluation practices?
Public relations society of America
why is it important to evaluate the “why” of measurement
It forces you to question your investment in it
which of the following is true of the advertising value equivalent (AVE)
It is no longer very useful
