ISBN:
9781315391960
Language:
English
Pages:
1 Online-Ressource (XIX, 392 Seiten)
,
Diagramme
Edition:
First published
Series Statement:
ProQuest Ebook Central
Parallel Title:
Erscheint auch als Macnamara, Jim, 1951 - Evaluating public communication
DDC:
302.2
Abstract:
Cover -- Title -- Copyright -- CONTENTS -- List of figures -- List of tables -- Acknowledgements -- Introduction -- PART I The foundations of evaluation -- 1 Why we need to critically examine communication -- Communication: the 'registry of modern longings' -- Public communication -- Communication effects: direct, limited and contingent -- Increasing demand for governance, transparency and accountability -- The essentiality of evaluation -- Defining measurement and evaluation -- Overcoming barriers and obstacles to evaluation -- Research questions of this study -- Research methodology of this analysis -- Summary -- 2 Evaluation of communication: key concepts, principles and theories -- Logical framework approach (log frames) -- Programme theory -- Theory of change -- Realist evaluation -- Performance measurement and management -- Other approaches to evaluation -- Information processing and communication -- Other key communication theories that inform evaluation -- Stages of communication: inputs and outputs to outcomes and impact -- Cost centre vs value-adding centre -- Causality: linking activities to outcomes and impact -- Summary -- 3 Models informing evaluation of communication -- Advertising evaluation models -- Political communication evaluation -- Health communication planning and evaluation models -- Development communication models -- Public relations evaluation models -- Broad-based communication evaluation frameworks and models -- A taxonomy of evaluation -- Future directions in evaluation models -- Summary -- PART II The practice of evaluation -- 4 Metrics, analytics and beyond: the evolving evaluation landscape -- Metrics and analytics -- Traditional media metrics -- Digital and social media metrics -- Audience research -- Summary -- 5 Informal methods to evaluate public communication -- Secondary data -- Database records
Abstract:
Readability tests -- Advisory and consultative groups -- Feedback -- Media monitoring -- Tracking online comments and reviews -- Response mechanisms -- Diaries -- Informal interviews and discussion groups -- Summary -- 6 Research approaches and key procedures -- The 'scientific method' -- The humanistic approach -- Quantitative vs qualitative -- Key concepts and procedures in research -- Summary -- 7 Quantitative methods to evaluate public communication -- Audited circulation statistics -- People meters -- Physiological testing: eye movement tracking to brain pattern analysis -- Experiments including randomized controlled trials (RCTs) -- Observational trials -- Surveys -- Structured interviews -- Return on investment (ROI) -- Econometrics -- Benefit-cost ratio (BCR) -- Cost-benefit analysis (CBA) -- Cost-effectiveness analysis -- Social network analysis (SNA) -- Customer journey mapping -- Attribution modelling -- Market mix modelling -- Behavioural insights -- 'Big data' analysis -- Summary -- 8 Qualitative and mixed methods to evaluate public communication -- In-depth interviews -- Focus groups -- Content analysis -- Textual, narrative and thematic analysis -- Case studies -- Ethnography -- Action research -- Sense-making methodology (SMM) -- Evaluation as listening -- Summary -- 9 Reporting and using evaluation -- Research reports -- Presenting findings including the power of visuals -- Key performance indicators (KPIs) -- Balanced scorecards -- Benchmarking -- Dashboards -- Integrated reporting -- Learning from evaluation to improve programmes -- Making evaluation practical -- Summary -- PART III Case studies in evaluation -- 10 Learning from best (and worst) practice: international case studies -- Case study 10.1 Repositioning beauty: how commercial marketing promoted social good
Abstract:
Case study 10.2 Strategic stakeholder engagement through influencer network analysis -- Case study 10.3 Increasing life-giving blood donations -- Case study 10.4 Increasing breast screening in BAME/CALD communities 120 per cent above target -- Case study 10.5 Make peace, not war: building military-community relations -- Case study 10.6 How CEOs sleeping on the street broke charity fund-raising records -- Case study 10.7 Ex-smokers turn negative messaging to positive results in Europe -- Case study 10.8 Raising eyebrows and sales of a sagging media brand with 25:1 ROMI -- Case study 10.9 Evaluating a year of learning across 190 countries -- Case study 10.10 Media analysis to track brands across multiple markets -- Case study 10.11 Learning from crisis mismanagement by a mining company -- Case study 10.12 'Big Change Starts Small' obesity campaign gets big results -- References -- Index
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