journ 304
Terms
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copy deck
- copy testing
- involves every element in an ad, develop effective ads and then determine which of several ads is most effective
- circulation research
- measures circulation in terms of overall characteristics of a particular market, quality over circulation and why people cancel subscriptions
- cross-sectional opinion poll
- random sample, conducted 1 time
- SMOG Grading
- determines reading grade reader must have to understand the text
- people meters
- Nielson, obtain "single source data", requires each person in a household to push a button that records viewing, determines how many people in the household are watching and their identity
- affective "concept of feeling"
- attitude change, liking/disliking, involvement
- evaluating research
- judging effectiveness or program planning, implementation and impact; involved in every aspect of a program
- omnibus survey
- regularly scheduled personal interviews with various questions (random sample 1 time)
- audimeter
- SIA, central computer receives information when a tv is turned on, how long it's turned on for, and then turned off, and the channel changes
- affective dimension
- determines if attitudes of a product have changed
- diaries
- subjects record, channels watched/stations listened, time periods, and the number of people viewing/listening
- uses and gratification studies
- used to study media content, determines motives and psychological rewards, average score is calculates
- strategic research
- used to develop PR campaign and program
- gross rating point
- GRPs, useful when deciding between two medias, reach X avg frequency
- 1st and 2nd phase of PR
- identify issues and then track issues
- gateways of research
- "pass through the gate", analyzes characteristics of press releases
- newspaper management research
- grown, more complicated management structure, efficient management techniques have greater advantages, can do more with less people, how to keep employees satisfied and productive
- public relations audit
- internally (employee perceptions) and externally (opinions of customers), comprehensive study of the PR position of an organization
- 4 PR steps
- define, plan, implement, evaluate
- PMOSE/KIRSCH
- assessing complexity of documents
- program testing
- research conducted during the development and production of programs and research, respondents read statement summarizing program or commercial and asked opinions, provide potential success of a program
- programming and research consulting
- provide management with data to be used in decision making
- magazine readership research
- select large sample of households and present logo of magazine, results are often different which is a concern for magazine industry
- implementing PR programs
- monitoring efforts of PR programs
- reader profiles
- provides a demographic summary of the readers, lifestyle segmentation, and psychographic studies
- frequency
- number of exposures to the same message that each household receives, use average, as reach goes up frequency comes down
- call out research
- currently on air, used more frequently, selected by phone, major fault- hooks can be tested and only 20 songs can be tested
- tracking studies
- identify parts of the newspaper that are read in a reading episode
- interpreting ratings
- percentage of people or households in a population with a TV or radio turned to a specific channel or network, not reported as a percent
- Cloze Procedure
- requires subjects to fill in the blanks of a passage where every nth word was deleted
- cognitive dimension
- eye tracking studies, t scope (how long to recognize the product), "reader traffic score"
- introspective research
- examines field of PR, self-analytical
- music research
- identify what the listeners like or dislike or are tired of hearing
- readability research
- sum total of all elements and interactions that affect success of a piece of printed material
- tracking polls
- polls that take place after a baseline poll and are used to look at trends over time
- market studies
- investigates opinions and perceptions of entire market, usually within a specific age range
- evaluation research
- used to asses the effectiveness of a PR program
- planning programs
- identify specific problems and opportunities addressed by a systemic PR campaign, determines most effective media for delivering the program
- reader-non reader studies
- attempt to describe readers and non readers, uses traditional demographic variables, develops reasons why non readers read
- Fog Index
- easier to calculate than Flesch
- cognitive "concept of knowing"
- attention, awareness, comprehension, exposure, recall, recognition
- t-scope
- ads are tested to determine how long it takes to recognize the product
- social audit
- newest form of PR research, most challenging, measure organization's social performance
- ratings
- need to have "hard" information regarding audience size, Nielson (tv) and Arbitron (radio), country divided into 200 markets, continuous measurement
- typography and makeup research
- measure the effects of news design elements, experimental method of collecting data used most often
- auditorium tests
- recurrents or oldies, 75/200 people in a large hall and listen to hooks
- theatre testing
- audience is shown commercials, ERIs rate commercials on a scale, requires respondents to make too many responses
- treshold polling
- attempt to asses public approval of changes in services taxation, fees to establish positions on various issues
- applied research
- examines specific issues to solve specific problems
- audience size and composition
- print media's circulation measured in terms of CPM to determine ad costs
- baseline polling
- analysis of the current trends in public opinion in a given community
- print media research and the internet
- online versions of newspapers and magazines, design of online newspapers
- readership research
- Gallup, 1st used in newspapers, relied on audience information since circulation was leveling off/decreasing
- item-selection studies
- determines who reads specific parts of the paper, aided-recall (personal interviews) or telephone interviews
- Flesch Reading Erase Formula
- determines grade level of text, MS Word can calculate automatically
- communication audits
- narrower goals, concerns internal and external means of organization rather than entire PR program
- campaign assessment
- builds on copy ad and media research, prettest/posttest method, personal interviews to collect data
- reach
- "reach for the 85%", total number of households or persons that the message is sent to and they are exposed to it
- conative dimension
- buying predisposition and actual purchasing behavior
- share
- involves the HUT or PUR
- media audit
- survey of reporters, editors, asks preferences for stories and how they perceive the agency's clients, contact 50 to 75 participants
- editor-reader comparisons
- used to determine what editor's readers want by comparing responses to answers
- research in public relations
- quantitative are used more (survey research, focus groups, personal interviews)
- research in the electronic media
- the acceptance by radio listeners of advertising on the radio for means of funding, advertisers were the initiators of broadcast research, effectiveness of message
- research in advertising
- most recent phenomenon, research is applied to solve a problem, research is not concerned with generalizing
- basic research
- examining the underlying processes and in constructing theories
- tracking studies
- FEEDBACK, measures effects at several time during the progress of the campaign
- output analysis
- measures how well the organization presents itself to others
- projective tests
- respondents draw a picture of complete a story involving an ad, provide insight and depth
- non ratings research
- provides information about what the audience likes or dislikes, analyses or different types of programming, demographics and lifestyles