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Step 9 Quiz: Evaluation

Horizontales
Media coverage and calculation of media impressions measures this category of objectives.
Measure of ticket sales measures this category of objectives.
Post-campaign opinion survey measures this category of objectives.
This report documents how program tactics are carried out, and includes a schedule of progress.
Verticales
This assessment is sometimes called a seat-of-the-pants evaluation and is not uncommon in public relations.
This report reviews the whole of the program, and gauges how well the tactics achieved what they set out to achieve.
Message _______ analyzes how much money an organization spends to present its message.
AVE is short for __________ value equivalency and is a common measurement technique but highly inappropriate.
Measuring communication products and their distribution is the focus of this type of evaluation.
Criteria on which you judge something to be effective.