"How to Measure Your Communication Programs" by Angela D. Sinickas
copyright 2005 Angela D. Sinickas. All rights reserved. ISBN 0-9661757-1-94
Measuring Publications and Audiovisuals
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mail, news releases, ads, videos, closed-circuit broadcasts and other
publications and audiovisual channels are often the work horses of
communication programs. They are also directly under the control
of communication professionals, which makes them highly accessible
to us for measurement, both to find out what is working well and
where there is room for improvement. This chapter provides tools for measuring the effectiveness of the
content and format of publications and audiovisuals. (Additional ideas
for measuring the content can be found in the chapter "Measuring
Messages.") It includes some objective measurement techniques to
assess what you are sending out to your audience, as well as some
tools that ask your audience to evaluate what they are receiving from
you. Some additional tools help pinpoint any problems with the
delivery channels between sending and receiving. Many of the measurement approaches in this chapter can be
conducted on their own. Others can be grouped together as a series
of questions asked in interviews, a focus group or a survey
questionnaire. In this chapter, you will learn how to conduct the following types
of measurements for publications and audiovisual media: • Objective media review. • Reading level tests. • Readership/viewership surveys. • Semantic differential. • Distribution analysis. • Minisurveys ..(End of Excerpt).
