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Measuring What YOU Did (Advertising)

Advertising Metrics
Reach
Frequency
Gross Rating Points (GRPs)
Target Rating Points (TRPs)
Impressions
Cost per Thousand (CPM)
Cost per Point (CPP)
Types of Advertising

Measuring What YOU Did (Public Relations)

PR Metrics
Clip Counting
Media Impressions
Accuracy of Coverage
Content Analysis
Advertising Value Equivalency

Measuring What Your Audience THOUGHT

Measuring What They Thought
Burke Test
Starch Tests
Eye Movements
Message Testing
Editorial Survey

Measuring What Your Audience DID

Measuring What They Did
Readership Survey
Public Survey
Reverse Tracking
Isolation
Promoting Safer Driving
Tracking
Tracking Codes
Track Press Releases
Track Creatively
A-B Split
Rotation

Profitability (ROI)

How to Figure ROI
Use the Gross Profit Numbers for ROI
Navigational Metrics
Evaluative Metrics
Getting Credit

Putting Theory into Practice

Getting Started
Getting Started: Example
Getting Started: My Advice
Be Reasonable
Attitudes
Metrics and CEOs
List of Metrics and Tools

Barriers to Accuracy

Four Barriers
Faulty Memory
Repression
Nonresponse Bias
Dishonest Answers
Unisex Bathrooms

Boosting Your Career

Three Ways to Boost Your Career
Boost 1
Boost 2
Boost 3
Don't Wait Too Long

Utility

About
Contact


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