Overview
Description
This course offers a comprehensive overview of measurement and evaluation techniques in advertising and public relations (AD/PR). Students will explore the principles, strategies, and tools used to collect, analyze, and interpret data to assess the effectiveness of AD/PR activities. They will examine a variety of measurement techniques, including both traditional and digital metrics, to evaluate the performance of AD/PR activities.
Units
Lecture2
Discussion Recitation1
Catalog Details
Offering
Offered: Every Spring
Terms
spring
Attributes
Standard
Learning Outcomes
- describe the principles and methodologies in AD/PR measurement.
- identify appropriate measurement plans and strategies for monitoring and evaluating the effectiveness of AD/PR activities.
- apply a variety of measurement tools and methodologies for data collection and analysis.
- interpret data to evaluate AD/PR efforts for optimizing the effectiveness of future AD/PR activities.
- present findings from measurement and analysis in a clear and compelling manner.
- plan, design, and execute measurement for AD/PR in real-world contexts.