In essence, the evaluation of PR activities can be defined as research work, the purpose of which is to determine the relative effectiveness of PR programs, PR strategies, PR campaigns, PR actions by measuring and correlating the intermediate results, consequences and main results of these PR programs, actions, campaigns, strategies with a predetermined set of goals and objectives .
However, there is no concept of "efficiency in general" in PR. Efficiency is always specific. Efficiency can be considered both as a "success indicator", and as a "relative efficiency", and as a "productivity of the process".
In PR management, as in general management, there are four main functions: planning, organization, motivation and control. For the purposes of the final qualifying work, we are interested in the last, fourth function. Control - these are activities that include the measurement, testing, verification of one or more characteristics of a product, service or process and their comparison with established requirements, goals, objectives in order to determine compliance. But control is a more capacious definition than performance evaluation (for example, you can control the implementation of the plan by the PR department, simply fixing whether a particular task has been completed). Evaluation of the effectiveness is designed to establish and further constantly optimize the feedback between the goals set and the results obtained.
It is impossible to approach the assessment of the effectiveness of the activities of various organizations with a single measure. We can only talk about the principles of performance evaluation. The main principles for evaluating the effectiveness of activities in the field of PR are distinguished in their article by a group of American authors (Lindenman K., Payne K., Anderson F. and others):
1) in order to prepare the basis for evaluating the results of PR campaigns, it is necessary to establish clear program goals and the desired result before starting vigorous activity. At the same time, PR tasks should be directly related to all the goals of the organization's business program;
2) a clear differentiation must be made between measurable intermediate PR outcomes, which are usually short-term and superficial (for example, the amount of media used or the effectiveness of disseminating a particular message in society) and PR consequences, which usually have strong influence and far-reaching consequences (for example, determining how much the program has changed the level of attitude, understanding, consciousness and possible behavior);
3) despite the particular importance of the stage of assessing the content of messages in the media, their frequency, coverage, etc. (i.e. media content) should still be considered only as the first step in the process of evaluating the entire PR process. This step involves measuring and evaluating the possible impact of PR messages on the audience. But be that as it may, this step alone cannot reliably show, for example, whether the target audience saw the messages intended for them and reacted to them in any way;
4) there is no single, unique tool or technology that could be fully relied upon when evaluating the effectiveness of PR, it is usually necessary to combine various evaluation technologies;
5) one must be careful when trying to accurately compare PR performance with the effectiveness of promotions, because these two communicative forms quite different from each other.
It is necessary to take into account the fact that the process of placing advertising messages, in contrast to the placement of PR messages, is more controllable;
6) PR effectiveness can be assessed better if the range of basic organizational messages that the organization wants to convey to the target audience, the target audience itself, its characteristics, distinctive features and direct communication channels when distributing messages has already been identified and adopted in advance;
7) the PR evaluation process should never be isolated and reduced only directly to PR components, it is necessary to try, in all possible circumstances, to combine PR plans and actions with all the main business goals, objectives, strategies, tactics and policies of the organization as a whole.
In order for the results of the evaluation of PR companies to reflect reality, the true state of affairs, it is necessary to take into account 4 main elements of the PR evaluation process:
setting specific and measurable PR goals and objectives.
This element must come first because no one can evaluate the effectiveness of anything without a clear definition of what is being evaluated and in relation to what. In practice, this is not easy to implement, because. it is always very difficult to draw a line between direct PR activities and PR programs from marketing communications and promotions. When defining PR goals and objectives, it is also important to realize that the evaluation of PR effectiveness (i.e. the evaluation of the entire communication activity of the organization in relation to the target audience) is in itself a difficult task until all elements and constituent components of the PR program.
Instead of trying to measure and evaluate the entire set of PR actions at once as a whole, it is necessary to evaluate the effectiveness of individual steps, i.e. specific PR actions, for example, measuring the effectiveness of individual publicity events; or a specific communication program aimed at the target audience; or activities to organize a particular event, etc.;
2) evaluation of intermediate PR results. Intermediate PR results can be defined as the short-term, ongoing results of specific PR programs or promotions that are usually visible to the public. PR results show how effective an organization is at presenting itself to the public and quantify the total attention the organization receives.
In the field of media, an example of intermediate PR results can be indicators such as the total number of stories, articles and other mentions of the organization that create a general impression; the number of those who were exposed to the targeted stories and articles, and the overall assessment of the entire content of the information about the organization that appeared in the media. Media content analysis is one of the main methods used in evaluating PR results in the media.
Another side of the evaluation process of intermediate PR results is manifested in the number and quality of reports made, negotiations held, special messages for the target audience, the number of times when the words of the organization's representatives were quoted; positioning of important messages and focusing the attention of the target audience on especially important messages, as well as the number of other measurable indicators that appeared as a result of PR campaigns.
Intermediate results of PR activities can also be considered an assessment of specially prepared and organized events, the results of a campaign through direct correspondence, the number of people who took part in this activity; also an assessment of how the leader behaves at press conferences, and the appearance of books and brochures about this and their content;
3) evaluation of PR-consequences (main results). In this case, it is assessed whether the target audience received the messages sent to it, whether they paid due attention to them, whether they understood the meaning of the messages, whether they kept the necessary information in any form in their minds. Also, PR-consequences show whether or not the deliberately disseminated information was able to influence and change the opinions, attitudes and behavior of that part of the audience for whom the disseminated messages were intended.
Assessing PR impacts is a more complex and expensive process than assessing outputs, as when measuring PR effects, it is necessary to use more sophisticated tools and technologies for collecting information.
Research technologies used in evaluating PR effects include quantitative research (surveys), focus groups, a qualitative approach to elite audience groups, research methods before and after trials, multivariate research methods based on previously developed statistical methods(correlation and regression analysis, modular models, factor and cluster analysis) and others;
4) assessment of business and/or organizational consequences (outcomes). Whatever measures PR practitioners take to evaluate the effectiveness of what they do in public relations, they must necessarily try to link achievements in the field of PR with the primary goals, objectives, successes and achievements of the organization as a whole. In other words, it is necessary to correlate the PR effects with the desired business outcomes (expansion of the sector, market penetration, increase in market share and sales, and, ultimately, increase in the profit of the organization).
The use of PR technologies in relation to such a subject as sales is often discussed. Some trade publications offer feedback in the form of survey cards and questionnaires after certain articles go to press. As practice shows, this is a fairly effective tool that allows you to identify the main preferences of people. With the help of this system, preferences are revealed, which can be traced by the results of sales. However, it must be remembered that while people's leading preferences are formed with the help of PR technologies, the opposite, negative effect may appear, and PR actions will be at least ineffective, because. the influence of such factors as individual preferences, interests and needs for a particular product in the first place, the quality of the goods and services offered, distribution channels, availability, suitability and usefulness of these goods and services, price, etc. will affect. All these factors should be taken into account when evaluating the effectiveness of the actions taken.
Thus, most modern organizations and also many non-profit groups and associations have come to the conclusion that PR goals have no value as long as they lie outside the overall goals of the entire organization, therefore it is very important to integrate PR programs and goals with the overall business plan and marketing strategy of the organization.
Control over an advertising campaign, analysis of its current results and evaluation of their effectiveness is an integral stage of the entire process of planning advertising events. Control over an advertising campaign is not a mandatory procedure, and in most cases, companies do not control the course of the process itself. Instead, managers analyze sales performance before and during the advertising campaign and then decide whether the advertising is working or not. However, about half of all advertising campaigns do not lead to a clear (measurable) increase in sales.
If you do not follow the course of the campaign, then you can quite unexpectedly get such a result, when it is too late to take measures to correct the situation. Large firms monitor and evaluate their advertising campaigns even when all market factors indicate that advertising (incentives, a set of intensive marketing communications) is achieving sales goals.
The head of the advertising and marketing department, interested in success, must always be sure that the sale of products is provided precisely by advertising, and not by other marketing factors, "misses" from competitors or the market itself (when general economic conditions change). In addition, he is interested in the possible impact of advertising on future sales.
Studies by various authors show that: at least 30% of campaigns conducted in the United States had a negative effect, 20% at least did no harm, 20% had a small positive effect and 30% had a pronounced positive effect.
Data for European countries look more modest: only 20% of campaigns had a pronounced positive effect. Expecting 100% advertising effectiveness is generally not worth it at all. However, it is certainly necessary to predict or evaluate advertising costs and at least an approximate result obtained. Advertising costs in developed civilized countries have long been a kind of tribute to the market, so as not to get lost among competitors.
Tracking an advertising campaign requires a significant amount of financial resources. To begin with, it is required to conduct a preliminary, or control, study, if it was not carried out when developing an advertising strategy. Then, already during the campaign, one or more "waves" of research are carried out, the results of which are compared with the control ones. Thus, the effectiveness of advertising is monitored. The cost of each interim study depends on the objectives of the survey, the size of the sample of respondents, the size of the questionnaire or questionnaire, the probability of making a purchase, but in any case, it remains quite high.
- 1) contact with advertising;
- 2) assimilation of information;
- 3) the effects of communication and brand positioning;
- 4) actions of target buyers;
- 5) sales volume or market share;
- 6) profits.
It is customary to call a contact the opportunity to see or hear an advertising message at least once. It happened, i.e. contact occurs when an ad is placed in one or more media that reaches the target consumer. The degree of attention of consumers (whether they noticed or did not notice advertising) is usually assessed at the next stage - the stage of assimilation of information.
It should be noted that the study of contacts is associated with measurements of the advertising power of the advertising medium, which can then be correlated with sales volumes or other advertising effects. You can measure the power of a tool in different ways: from overall assessment advertising costs, its placement in monetary terms and the total number of advertisements required to achieve the desired level of awareness (GRP) to a more accurate reach estimate at the lowest effective repetition rate of an ad (effective reach).
The cumulative number of ads placed over a given period of time is also the gross estimate of ad exposure. Index CRP does not take into account the number of contacts of individual consumers and is a simple calculation of the required number of contacts (often repeated) of the audience with advertising.
Index GRP can be compared with the total amount of advertising costs (GRP per currency unit for a given period of time). Their ratio shows whether financial resources are spent effectively. The higher the value, the cheaper each contact with an advertising message is.
GRP can also be directly related to sales volumes. The result is a rough estimate of the effectiveness of the media plan. Rough for the reason that the indicator itself can be estimated in different ways.
An important indicator in the study of contact with advertising is effective reach. This is the coverage of the target audience with the minimum effective frequency of advertising and the most accurate assessment of contacts with advertising. To measure effective reach, the number of contacts with different advertising media is directly estimated (direct overlap) or the frequency of recognition of advertising is measured. The minimum effective frequency is calculated for each advertising cycle, but coverage at a given minimum frequency is a figure that can be recalculated for any period used for other benchmark measurements.
If at the end of the measurements it turns out that effective coverage is not related to sales volumes, then something was not taken into account in the work of advertising communications. And this is not about the use of advertising media, but about the advertising strategy or its creative execution.
The concept of advertising effectiveness contains at the same time such heterogeneous concepts as economic effect, psychological impact on representatives of target groups (psychological effect), social effect, expressed in a certain impact on the whole society as a whole (in particular, the impact on the formation of people's taste preferences). , their views and concepts about various moral and material values of life, etc.). Based on this, comparing and linking together the monetary costs of promotional activities, profits, consumer preferences, the prestige of goods and the favorable opinion of the public about the activities of the advertiser organization is an extremely difficult, often almost impossible task.
Therefore, despite the fact that leading experts in many countries of the world have been working on the problems of determining the effectiveness of advertising for a long time, this issue is one of the most intractable, and today there is not a single perfect formula or methodology that allows you to accurately measure the efforts expended and cash with results.
Economic and psychological efficiency are interconnected, but the criteria for evaluating their effectiveness are different (Fig. 12.1).
Ch. Sandage, W. Freiburger and K. Rotzol compare the decision-making process by an advertiser with a "black box", which symbolically includes a large number of existing factors (socio-economic conditions, advertising, competition, sales promotion, packaging, distribution, price), and only one outgoing factor comes out in the form of a specific action of this advertiser.
It should be especially noted that, contrary to popular belief, advertising is far from being the only “engine of commerce”, but only one of many. IN common system extensive
Rice. 12.1.
a complex of marketing activities, advertising is, as a rule, by no means the dominant element. In particular, according to the estimates of some marketing scientists, in the total amount of factors influencing the adoption of positive purchasing decisions, advertising belongs to.
Practice shows that the most significant factors determining the increase or decrease in the sale of any product are, first of all, the quality and consumer properties of the goods themselves, their price, the general market situation, the actions of competitors, etc. That is why evaluating the effectiveness of advertising campaigns based on the results of the sale of the advertised products can give very serious errors.
Distinguish economic efficiency advertising and effectiveness of psychological impact individual means of advertising on the human mind (attracting attention to advertising, fixing in memory, etc.). Moreover, the psychological impact is most effective if it leads potential consumers to make a purchase. Thus, the economic efficiency of advertising depends on its psychological impact.
The economic efficiency of advertising is most often determined by measuring its impact on the development of trade. The most accurate way to determine the effect of advertising is only if the increase in sales of goods occurs in cases of advertising new consumer goods.
At the same time, the purchase of an expensive durable product usually comes with a lot of deliberation. In this case, the effect of advertising may not appear immediately. First of all, the buyer learns about the release of the goods, then he is interested in detailed information about its quality and properties. After that, the buyer can give preference to the advertised product and establish a desire to purchase it, and only in the end does he acquire it.
To identify the extent to which advertising has influenced the growth of turnover, they carefully analyze operational and accounting data. At the same time, it should be borne in mind that in addition to advertising, the sale of goods is affected by its quality and consumer properties, price, appearance, as well as the location of the trading enterprise, the level of customer service culture, the availability of similar products or products for sale.
In this regard, when determining the effectiveness of advertising, it is necessary to establish which of the listed or other factors could have influenced the increase in turnover along with advertising.
Additional turnover under the influence of advertising is determined by the formula:
where Тр - additional turnover under the influence of advertising, rub.; T - average daily turnover before the advertising period, rub.; P - increase in the average daily turnover for the advertising and post-advertising periods,%; D - the number of days of accounting for trade in the advertising and post-advertising periods.
The economic result is determined by the ratio between the profit from the additional turnover received under the influence of advertising, and the cost of it.
To calculate the economic effect, you can use the following formula:
where E is the economic effect of advertising, rub.; T - additional turnover under the influence of advertising, rub.; H - trade markup for goods, % of the selling price; 11r - advertising expenses, rub.; And - additional costs for the increase in turnover, rub.
In this case, we compare the effect obtained from the promotional event with the costs of its implementation. The results of this ratio can be expressed in three ways.
- 1. The effect of a promotional event is equal to the cost of its implementation.
- 2. The effect of the promotional event is greater than the cost (profitable).
- 3. The effect of the promotional event is less than the cost (unprofitable).
However, the data obtained is still insufficient to compare the cost-effectiveness of spending on various promotional activities. More accurately, the cost effectiveness of advertising characterizes its profitability.
The effectiveness of the psychological impact of advertising media is characterized by the number of consumer coverage, the brightness and depth of the impression that these media leave in a person’s memory, and the degree of attention.
The effectiveness of the psychological impact of advertising on the consumer can be determined through observations, experiments, and surveys.
Observation Method used in the study of the impact on consumers of individual advertising media. This method is passive in nature, since the observer does not influence the buyer in any way, but, on the contrary, conducts observations unnoticed by him. According to a predetermined scheme, the observer registers the received data, which are then comprehensively analyzed. The observer, for example, notes which stand of the fair or exhibition-sale attracts the most attention of buyers, how long pedestrians linger at one or another showcase, how many people enter the store after familiarizing themselves with the showcase, which product in the showcase is of greater interest and what demand it is in .
The method of observation allows you to evaluate the psychological impact of advertising in natural conditions, in the direct communication of the consumer with a certain advertising medium.
Evaluating the effectiveness of individual advertising media, first of all, it is established whether this medium achieves its goal. Yes, for determining the degree of attracting the attention of buyers to outdoor advertising(showcase) you can use the following formula:
where B is the degree of attracting the attention of passers-by; O - the number of people who paid attention to outdoor advertising (showcase) during a certain period; P is the total number of people who passed by the shop window in the same period.
where D - the effectiveness of the publication of the announcement; K - the number of visitors who bought the advertised product; C is the total number of customers who made a purchase in the store.
Such data can be obtained from the readings of checks punched on totalizing cash registers and by registering the facts of the purchase of the advertised product by cashier controllers.
An indicator of the effectiveness of the means that advertise the retail enterprise itself is the ratio of the number of visitors to the store during the period of application of these funds to the number of visitors per day on average. These data can be obtained by observers or with the help of a photocell.
Using observation method in all cases, the following conditions must be observed: observation should be carried out on weekdays that are not characterized by an increased intensity of customer flows (preferably in the middle of the week); the duration of observations depends on the nature of the advertising medium whose effectiveness is to be established.
Along with the observation method, it is widely used experiment Method, which is active. The study of the psychological impact of advertising here takes place in conditions artificially created by the experimenter. If the observation only fixes how the consumer relates, for example, to a certain display of goods, then the experimenter can rearrange the goods, and then observe the change in the reaction of buyers.
In the same way, the experimenter can create a variety of combinations of advertising media and, by comparing the reactions of buyers, choose the most successful of them.
Especially widespread was the study of the effectiveness of the psychological impact of advertising media through experiments in foreign countries. This method is used to determine the impact on buyers of a showcase display, packaging, press ads, radio and television advertising. So, if you need to assess the psychological impact on the buyer of the product packaging, then the same product (for example, washing powder) is placed in different packages.
The psychological effectiveness of such an advertising medium as an advertisement in a newspaper or magazine is determined by the following experiment. The advertisement includes a coupon with the text of a request to send a prospectus, catalog or sample. The buyer must cut this coupon and send it to the trading company whose address is indicated in the text of the advertisement. By the number of coupons received from readers, the advertiser judges whether his ad was noticed in the periodical press and whether the text of this ad turned out to be sufficiently convincing and interesting. However, it should be noted that the small number of requests received may not be the result of the poor quality of the ads, but the fact that the advertised product itself, for some reason, was not needed by buyers. That is why this method of determining the psychological effectiveness of advertisements in the periodical press is acceptable only if it is already known in advance that the advertised product is in demand.
The survey method refers to active methods for determining the psychological impact of advertising. This method is time-consuming, but much more reliable than others, as it allows you to identify directly from the buyer himself his attitude not only to the advertising medium as a whole, but also to the individual constituent elements of this medium. Using the survey method, you can evaluate the impact of an advertising medium on buyers and determine which elements of its design attract the most attention and are better remembered.
To determine the effectiveness of a particular advertising medium, questionnaires are drawn up, which, according to a previously developed program, are brought to the attention of consumers in writing, in personal conversations, on radio or television. An analysis of the responses received allows us to draw appropriate generalizations and conclusions.
Through a survey, you can determine which advertising medium has the greatest impact on the buyer when he purchases a particular product (poster, advertising film, advertisement, display of goods, etc.). For example, to identify which of the advertising media attracted the attention of the buyer to a new product, you can use the following questionnaire.
How did you hear about the new product?
- a) from acquaintances;
- b) from an ad on the radio, in a newspaper;
- c) seen in a shop window;
- d) in the process of inspecting goods in a store;
- e) from a TV show.
Conducting surveys requires a significant investment of time and the involvement of a large number of people in this work. However, the results obtained may not be sufficiently complete. Indeed, sometimes even for the buyer himself it is not clear whether he bought the goods under the influence of advertising or on the advice of a friend, or was guided by some other considerations. In addition, sometimes verbal questioning of buyers can make them wary. Therefore, it is more expedient to invite them to fill out a questionnaire, outlining the objectives of the survey, so that the buyer knows one hundred goals and tries to answer the questions more accurately.
In some cases, surveys are combined with experiments. So, the study of the psychological effectiveness of radio and television advertising is carried out as follows. A group of people is invited to the studio, who are invited to fill out a short questionnaire, indicating in it data on age, profession, etc. After that, the group listens to or watches the commercials and everyone enters their comments and impressions into special sheets. All comments are properly motivated. Then a discussion of the program is organized. Sometimes the effectiveness of advertising is evaluated on the basis of voting data. Such listening and discussions of advertising programs make it possible to more or less accurately establish positive and negative sides in their preparation, as well as to identify which form of presentation is the most intelligible for a particular contingent of radio listeners or TV viewers.
The effectiveness of an advertising event or an individual advertising medium can be expressed by the number of consumers covered by advertising, as well as by the amount of costs per viewer, reader, etc. Thus, the expediency of publishing a newspaper advertisement in one or another printed organ is determined by determining the total number of people who can read it (this number depends mainly on the circulation of the newspaper), or the cost of the advertisement per reader. The more readers will be covered by advertising, the less will be the cost of it per person.
Data on the effectiveness of the psychological impact of advertising make it possible to predict its effectiveness.
In developed foreign countries, to study the effectiveness and efficiency of advertising, various methods of preliminary testing of representatives of target groups have become widespread (they make it possible to model the approximate results of future advertising campaigns, make the necessary adjustments to their creative strategy and thereby significantly increase their effectiveness); different sizes of the performance of individual promotions during advertising campaigns using special surveys, questionnaires, return coupons, etc. (provide an opportunity to analyze and, if necessary, improve and increase the effectiveness of these promotional activities); detailed studies of the results of advertising campaigns based on the processing of incoming requests, organizing special conversations with new customers, business partners and consumers.
One of the widely practiced methods for assessing the economic effectiveness of advertising is the method of identifying the approximate monetary value of one advertising contact as a result of ongoing advertising events or advertising campaigns.
If 3,100 rubles were spent on organizing and conducting direct mail advertising. (of which 1000 rubles is the production of an advertising and information letter with a circulation of 2000 copies, 2000 rubles is the purchase of 2000 postal addresses of representatives of the target groups; 100 rubles are postage costs) and as a result 500 requests were received, then the cost of one advertising contact equal to 6 rubles. 20 kop.
Summing up the results of this small advertising campaign, which includes three events with a total cost of 46,100 rubles, as a result of which 2800 requests were received, we can conclude that the average cost of one advertising contact in this case is about 16 rubles. 46 kop.
This technique is widely used by many advertisers to comparative analysis the effectiveness of individual advertising media that they use in advertising work. However, this technique is also imperfect, since some requests (contacts) turn out to be ultimately more productive, others less productive or not productive at all. In addition, this technique does not make it possible to evaluate various promising business contacts, which can only give good results after a certain, sometimes quite long period.
The method proposed by V. Glazunova is of the greatest practical interest in determining the effectiveness of advertising activities. Based on this, the effectiveness of the advertising activities carried out can be conditionally assessed by the following concepts:
- o goal achieved;
- o the goal is partially achieved;
- o the goal is not achieved at all.
Despite the rather conditional nature of such assessments, this simple technique can give each advertiser an idea of the degree of effectiveness of the promotions carried out, if their goal is formulated quite clearly.
There are several main reasons low efficiency advertising.
- 1. Lack of specific goals and objectives of the advertising campaign.
- 2. Incompatibility of the goals and objectives of the advertising campaign with the goals of marketing activities, as well as corporate strategy.
- 3. Lack of information about the target consumer and sources of obtaining information by him (channels of access to the consumer).
- 4. Absence feedback with the consumer.
- 5. Segmentation errors.
- 6. Low qualification of employees responsible for advertising, as well as employees of advertising agencies.
- 7. Lack of systematization and consistency in the conduct of promotions.
It should be noted that the field of activity also leaves a certain imprint on the effectiveness of advertising as a method of promotion.
- o increase in turnover from 10 to 15%;
- o preparing consumers for the opening of a new store;
- o reminding consumers about the availability of some product in the distribution network, etc.
- o reach at least 40% of the target audience;
- o increase the level of active fame to 25%;
- o optimization of the advertising budget - reducing its size by 10% due to the redistribution of information sources.
Economic efficiency advertising campaign is determined by the ratio between the result obtained from advertising and the invested funds for its implementation for a certain period of time. True, it is precisely with such a calculation of the effectiveness of advertising that the question arises: "Where did the advertising "shoot" and where is the influence of other factors?" Here we can advise you to analyze the influence of the above factors on the change in trade. For example, the study of trends in sales volume based on the seasonal factor for several periods (months, years); study of consumer sentiment in connection with inflationary expectations; identifying price elasticity for your product when using sales promotion methods, etc.
Another way to determine economic efficiency can be the method when several comparable markets are taken and, other things being equal, they have different advertising effects. Then financial results are compared, the difference in which is compared with the difference in advertising budgets and a conclusion is made about the contribution of advertising to the company's turnover.
where (2і and (22) are the sales volumes of the 1st and 2nd firms, respectively, for the period of time; V] And Y->- the amount of advertising spending by these firms over the same period.
It is clear that they are compared financial indicators and advertising costs and, according to the above scheme, look at the contribution of advertising to the dynamics of turnover.
The information (communicative) effectiveness of advertising shows how effectively a particular advertising message conveys the necessary information to the target audience and (or) forms the desired point of view.
Evaluation of the communicative effect begins at the stage of advertising development. There are many methods for evaluating advertising before its large-scale implementation: this and association tests, and visualization tests, etc. Samos, the main thing is that advertising reaches and is deposited in the minds of the target consumer. There is a method for measuring the memorability of advertising (M. Pikuleva), which is based on three components: "spontaneous memory" advertising is remembered at the mention of the product category (for example, the category "washing powder", the product - "Tide"); "remembrance upon presentation of goods" - advertising is remembered after pronouncing the name of a particular product or its demonstration; "memories after the retelling of advertising." The sum of these three indicators is the share of the target audience that remembered the advertising message. And look at how the indicators correlate with each other.
Where hu,- the number of consumers who remembered advertising spontaneously, %; X -21 - the number of consumers who remembered advertising after presenting the advertised brand, %; X#- the number of consumers who remembered the advertisement after retelling its content,%; Kts, K .2b Ky - are used when a consumer names several competitive brands at the same time and it is necessary to determine their weight in terms of consumer preferences.
This coefficient allows you to quite accurately determine the effect of advertising campaigns and it can be used both to evaluate the advertising of your own company and to evaluate the advertising of competitors.
Also, the effectiveness of advertising is strongly influenced by the type of access channel to the target audience (television, radio, newspapers, etc.). For example, for consumer goods, it is advisable to use television advertising, and to promote banking services, it is best to place information in magazines. That's why right choice distribution channel is one of the stages in the development of an effective advertising campaign. Moreover, it is necessary to determine the source in which the advertisement will be directly placed (for example, the channel - television, the source - the ORT channel, the program - "In the world of animals").
The problem of evaluating the effectiveness of PR campaigns and PR actions has always been very controversial in the professional environment. Is it possible to objectively evaluate the results of the campaign and the effectiveness of the funds invested in it?
In reality, performance evaluation often comes down to the task of a PR consultant to convince his client that everything has been done correctly and the result has been achieved. Sometimes evaluating the effectiveness of PR activities can come down to subjective factors, for example, whether management liked it.
If in advertising the effectiveness of a campaign can be somehow calculated, for example, through the level of growth in sales of a product, then it is much more difficult to assess changes in public attitudes towards your company. Some researchers believe that all attempts to find objective criteria for evaluating PR programs are simply meaningless, since the effect is incalculable, too multifaceted and long in time. This approach to the problem does not suit clients who would like to see what the paid PR campaigns led to, what the end result is and how effectively the work was carried out.
The way out, which can suit both parties, is to evaluate by quantitative and "rational" methods those parts of the result that can be assessed and calculated, and on the basis of these data to make more objective judgments about the "incalculable whole" (result).
Norman Stone names some of the following results that are calculable:
1. Percentage change in concern (concern, interest, etc.), calculated by a sociological survey.
2. Growth in the number of requests (applications) received.
3. Reducing the number of complaints received.
4. Frequency of mention in the press (media monitoring before the start of a PR campaign, in the process and some time after completion).
5. Ability to see or hear a certain opinion (poll of experts).
6. Improving the company's position in the market in relation to competitors (market research).
7. Time spent achieving certain market positions or capturing a certain market share.
In each specific situation, you can find other "countable" components of the final result. But do not forget that the purpose of evaluating the above results is to confirm the effectiveness of PR activities. Such methods are only additional “levers” in persuading people who are accustomed to considering the result in numbers, percentages, graphs and coefficients.
In cases where the study does not allow obtaining adequate estimates, PR specialists use the so-called equivalent advertising cost ratio"EAV (Equivalent Advertising Value)". EAV shows the ratio of advertising and PR expenses for placement of materials of the same volume in the media. For example, during the campaign, a PR agency provided publications in the press about a client organization for an amount equivalent to a certain advertising budget. To calculate EAV, the total volume of all published publications (of course, “favorable”) is determined and it is calculated how much it would cost to place an advertisement of the same volume in the same publications (taking into account advertising rates at the time of publication of publications and discounts for placement in various publications). Sometimes PR costs turn out to be several times lower (sometimes dozens of times) than possible advertising costs, which for some may look quite convincing.
The EAV ratio does not evaluate the effectiveness of the entire PR campaign, it reflects the cost effectiveness of producing a certain product (which, perhaps, no one will buy). Therefore, EAV can be effectively used for evaluation in those PR models, the purpose of which is to achieve fame, publicity or "mention in the press", and in a comprehensive study of publications (media coverage), on the basis of which conclusions are drawn about the effectiveness of the campaign.
Most methods for evaluating the effectiveness of a PR campaign combine monitoring and media research, as well as sociological surveys both in the organization and among its public. For example, English company Paragon Communications has developed a relatively inexpensive methodology for evaluating the effectiveness of PR campaigns, which consists of seven "modules":
1. Evaluation of messages, publications and PR techniques used.
2. Telephone surveys of the media (up to 25 media).
3. Telephone surveys of decision makers and leaders public opinion(up to 50 people).
4. Survey of consumers on a ready-made computer database (2000 people).
5. Postal survey of employees (at home addresses).
6. Telephone interviews with those who attended the events of the PR program and those who did not attend.
7. Annual ongoing research in relation to sponsorships (more than 6,000 respondents annually).
Given that expensive PR campaigns require accurate and reliable methods for evaluating their effectiveness, the development of such methods is in increasing demand in the PR technology market. An objective evaluation of effectiveness requires additional (and sometimes very serious) costs, which are considered unjustified, especially in situations where the effect of PR activities is subjectively “understandable” or “obvious”. In this regard, many communication companies in the 90s began to specialize in the development and sale of methods for evaluating the effectiveness of both "general" and specific programs.
"Tulchinsky Method"
St. Petersburg professor G. Tulchinsky in his work “PR firms: technology and efficiency” and a number of publications in the journal “Sovietnik” offers his own original method for measuring the effectiveness of PR.
G. Tulchinsky, following many PR specialists, believes that the central problem of PR is the problem of efficiency. The situation is getting worse main feature PR: this activity, unlike marketing and advertising, does not imply an increase in turnover, profits, or sales volumes “here and now”.
PR is a tool for establishing, maintaining and spreading trust, creating and strengthening reputation, expanding influence, that is, it is focused on achieving a long-term result that cannot be rigorously assessed immediately after the event (postevent). PR-technologies are not designed to create a reputation at a time, but it can be formed in the process of systematic thoughtful work. According to G. Tulchinsky, it is appropriate to use PR tools to create a positive, attractive image of the company and its top officials in the eyes of various public groups, building trusting relationships with influence groups. They contribute to the formation of public opinion about the activities of the company, the expansion of spheres and opportunities for influence, the establishment of permanent and trusting relations with the media and authorities, and the provision of favorable internal corporate relations.
Given the specified specifics of PR, special attention should be paid to measuring the effectiveness of this activity. One can proceed from the recognition that today critical factors business development have become different:
The main task now is not to increase production, but to adapt people to the changes associated with the introduction of more effective technologies;
Competitiveness is determined not so much by the quality of production management as by the attitude towards the product of consumers and agents and dealers responsible for its implementation;
The main thing in working with personnel is not labor and technological discipline, but the formation of people's motivation for a career in this particular company;
Financial activity consists not so much in cost planning, but in skillful work with investors.
No wonder modern management is called "management by weak signals." And the success of a business largely depends not on the ability to solve well-structured tasks with specific parameters, but on the ability to take into account and use the implicit impulses of the environment and manage resistance - external and internal [for more details, see 9].
So that the desire to demonstrate the effectiveness of PR activities does not look like wishful thinking, one should clearly understand the conceptual content of effectiveness, its types and levels. It must be remembered that there is no efficiency "in general" - its content is always concrete in its relativity. In the case of PR, this circumstance is especially important.
First of all, it is necessary to distinguish between such types of efficiency as:
cost-benefit ratio(E = P / 3), expressing the efficiency of the use of funds and resources - the higher the efficiency, the lower the cost to achieve the result;
relation of the result to the goals pursued(E = R / C), expressing the degree of implementation of the goals of the activity - the higher the efficiency, the more the results correspond to the goals;
correspondence goals real needs, problems(E \u003d C / P), expressing the degree of rationality of the goals put forward - the efficiency is higher, the more the achieved goals solve real problems.
With some degree of conventionality, these types of efficiency can be respectively defined as "economy", "effectiveness" and "expediency"[for details see 9].
The final expression of efficiency E \u003d C / P x R / C x R / 3 can be simplified due to the obvious mathematical transformation (abbreviation C) to the form E \u003d R / P x R / 3.
Thus, efficiency is specific, and one must know which form of it is being discussed in each individual case or which of them is the most significant in relation to a given situation and task. Moreover, each of the types of effectiveness of PR activities changes its specific content depending on the level of analysis.
As first level of analysis the effectiveness of a separate PR campaign, a specific event with a specific target group can be considered.
Second level of analysis- the effectiveness of the company's PR activities for a certain period, for example, for a year.
Third level- the effectiveness of PR in the social environment as a whole.
Rice. 10.1. Levels of PR effectiveness analysis
It is obvious that the characteristics of efficiency at each of the levels of analysis may not only not coincide, but also come into conflict with each other. For example, achieving the immediate goals of a one-time project can negatively affect the position and reputation of the company in the long term, destabilize the situation in the social environment. Even more clearly, the content of efficiency can be presented in a table correlating the characteristics necessary for analysis:
The table gives an idea of the "field of analysis" of efficiency. According to G. Tulchinsky, each characteristic at each level should be expressed in specific indicators. The easiest way is with costs (in rubles, in pieces of equipment, in man-hours of labor costs, etc.), since they are quantifiable. Not so problematic is the expression of the results of activities at all levels. It is much more difficult with indicators of goals and needs, but definitions can also be found for them, including those that have a quantitative expression.
Rice. 10.2. PR effectiveness analysis field
The main parameters that need to be taken into account when analyzing the effectiveness of PR include:
Informing the public, contributing to the promotion of new ideas and projects;
Development of staff motivation in order to strengthen its cohesion;
Deepening mutual understanding between the firm and its social environment, excluding unpleasant surprises;
Entering new markets, formulating new ideas and projects that open up new prospects for the development of the company;
Overcoming isolationism and isolation in management.
Since much of the performance analysis depends on the primary basis of comparison, the changes that arise as a result of PR work should be compared with clear and systematic data on the initial state of affairs. Such a comparison can be reflected in the form of a table, which can be both summary and differentiated for each specific addressee and target group of PR.
Components of the social environment (PR recipients)
Of course, it is possible to trace the effectiveness and as a ratio of costs for a specific PR program of changes in the social environment. But this relationship is complex. Nevertheless, the more obvious and clearer this dependence is presented, the more convincing the arguments about the effectiveness of managerial PR activities will sound [for more details, see 9].
The concept of "efficiency" is one of the main concepts of modern management. Measuring the effectiveness of business activities, whether it is the launch of a new product on the market, the installation of new equipment, a change in the organizational structure, or something else, is one of the key tasks of management. As the American philosopher Alasdair McIntyre notes, the concept of efficiency, as it is embodied in the theory and practice of managerial roles and character, is associated with the concepts social control manifested in corporations, government agencies, labor unions and other institutions. He goes on to say that efficiency in management has no rational justification, but only serves as a means of maintaining an expert monopoly on management on the part of management.
At the same time, in some cases, the evaluation of effectiveness is limited due to the specifics of the area where the measurement of effectiveness is supposed. Even economic efficiency often cannot be unambiguously determined, since in the end it is a question of taking into account a significant number of additional factors.
As already noted, the problem of measuring effectiveness in PR and advertising is one of the most important and difficult to resolve issues. modern theory and public communications practices. At the same time, in the case of advertising, a number of sufficiently effective methods definitions of efficiency. All methods for measuring the effectiveness of advertising can be combined into two groups:
Economic and statistical;
Sociological.
In many cases, economic and statistical methods allow indirectly determining the level of effectiveness of an advertising campaign based on changes in sales volumes, the activity of consumers contacting call centers, and the dynamics of financial indicators.
Sociological methods make it possible to obtain the following information:
1. The level of recognition of the product and brand;
2. The level of confidence in the product, brand;
3. Attitude to the product (trademark) in comparison with the attitude to other brands and products.
However, even in advertising, the reliability of economic-statistical and sociological methods varies within fairly wide limits. In the first case, it is difficult to separate the consequences caused by the influence of advertising from the influence of other factors (seasonal fluctuations in demand, conjuncture, fashion, competitors' actions). In the second case, the reliability of the obtained sociological data depends on the careful design of the sample and the content of the questions. To date, the problem of evaluating the effectiveness of the most poorly developed in PR. The solution to this problem is difficult for the following reasons:
1. PR events are not strictly tied to any quantitative indicators (growth in sales, increase in awareness, etc.);
2. Often PR is focused on influencing highly specialized target audiences, the possibilities of influencing which in other ways are limited for one reason or another;
3. The results of PR are qualitative in nature - a change in perception, receiving additional information etc.
In general, attempts to "rigid" assessment of the results of PR have not been successful so far.
Myths about the effectiveness of PR
The problem of measuring the effectiveness of PR is still one of the main ones in the theory and practice of public relations. Russian and foreign experts are actively discussing this topic, offering their own solutions. For example, Sergei Belenkov proposed to get rid of a number of myths around the effectiveness of PR.
Myth one: the formal success of the client is a universal and final indicator of the quality of PR-support.
But, thus, it should be recognized that for a long time people from the Communist Party of the Russian Federation managed to do one of the highest quality "PR" in Russia, since it was this party that was in the lead in all elections.
This myth again leads away from the assessment of quality by the content of the communication process towards its qualification by external formal components. Meanwhile, media-buying can be high-quality, psychological, purposeful, or it can be primitively agitational, complimentary and false.
Myth three: The main quality criterion is customer satisfaction.
It turns out that the satisfaction of the client with any of his appearances on the TV screen is in itself, and the reaction of the target audience to this appearance is in itself.
Finally, myth four: The quality of PR is extremely difficult to measure, almost impossible. Only three per cent of British practitioners surveyed in a 1999 survey were of a different opinion.
The roots of such pessimism are not least associated with the absolutization of the media effect of PR. The number of publications is easy to calculate, it is easy to report these figures to the client. However, the “PR people” themselves, less than anyone else, harbor illusions about the real price, objectivity, and mobilizing effect of many newspaper clippings that they file with their reports [for more details, see 1]. S. Belenkov believes that it is quite possible to assess the quality of PR if one focuses on Western experience, involves external communication auditors and conducts public opinion polls before and after the completion of a PR campaign.
There are some international standards for measuring the effectiveness of PR.
One of the most effective is the method of standardization, the development of special norms and rules that should be followed. Thus, the Minimum Quality Standards for PR (MQS) were born in the international community. The minimum quality standards were developed by qualified experts from the three largest international organizations: IPRA, ICO and CERP. These standards may well serve as the basis for monitoring the quality of PR services and, accordingly, for improving this quality. These requirements in no way relate to the content of the work, that is, what needs to be done, they only concern the process, that is, how to do it. If during the implementation of a specific project for the organization public relations all the necessary links in the technological chain are taken into account, then the quality level of this project cannot fall below a certain level. If some technological links are forgotten or ignored, then the probability of success decreases, and even with additional efforts, the quality may suffer [see. 1]. The pharmaceutical industry uses similar international GMP standards, which provide for control not only over the production process itself, but over the entire complex of factors accompanying it: the quality of raw materials, the organizational structure of the company, the organization of management and financial accounting, etc.
The system for evaluating the effectiveness of PR has received sufficient development in Germany. German specialists use several concepts that are close in meaning, but differ in content, to distinguish between various aspects of PR performance:
"impact" - a change in cognitive, emotional and behavioral attitudes as a result of the campaign;
"effect" - the ratio of the goals set and the results achieved;
"efficiency" - the ratio of the effect obtained and the funds and resources spent.
At the same time, only the last category can be considered as relatively economic (when setting the goal, say, of doubling the turnover, the concept of “effect” also falls into this category). The first of the considered categories can be assessed either by expert assessments or through public opinion polls. Based on the work of German authors, some general recommendations can be formulated for measuring the effectiveness of PR. The first group of indicators that indirectly serve to evaluate a PR campaign is the actual results of the work of an agency or corporate PR service:
1. Prepared materials (brochures, press releases, press kits, speeches, speeches, conferences and other events), taking into account their quantity and circulation.
2. Contacts with the media (interviews, inquiries, applications for accreditation at press conferences, etc.).
3. The volume of materials in the media covering the topic (duration of stories, volume in pages), both in quantitative and qualitative terms.
4. Estimated target groups and their number (potential audience of each media, their circulation or rating).
5. Calculation of the expenditure side (comparison with equivalent advertising costs, calculation of the cost of contact).
If pp. 1 and 2 to a greater extent show the performance of specialists, then paragraphs. 3 - 5 can be considered as indirect evidence of the quality of work. By the way, point 5 is considered by many large foreign PR agencies as a key indicator, and this indicator is given in case descriptions.
The second group is formed by the so-called intermediate indicators showing the impact of the developed message on the audience. This group includes:
1. Numerical indicators of the real audience (the number of event participants, the number of club members or assistants in individual promotions).
2. Response of the target group (possible letters, calls, website visits, individual statements on the topic).
3. Other ways of recognizing and evaluating the campaign (prizes and awards professional organizations copying campaigns by other agencies or organizations).
4. Continuation and expansion of the PR program (indicating the recognition of the campaign by the customer's management).
Empirical sociological research (interviews and in-depth interviews, surveys, discussions) showing the attention, understanding and knowledge of the public of the disseminated message.
These intermediate indicators can be considered as relatively objective criteria for the campaign, especially in cases where the impact is aimed at a mass audience.
The end result could be the achievement of the goal set for the PR campaign, with credible indications of public relations as a tool that contributed to the achievement of this goal. Some of the criteria for a successful campaign include:
1. Changing pre-selected indicators that indicate the achievement of campaign goals for a certain period.
2. Quantitative indicators of how the key message reaches its audience (and its target groups).
3. The presence of a relationship between the stages of the campaign and changes in the indicators of its effectiveness.
However, in general, the measurement of effectiveness in PR is still an acute problem that needs to be solved.
To calculate the effectiveness of PR campaigns, indicators such as:
1. Percentage change in concern, calculated by sociological survey; 2. Growth in the number of requests (applications) received; 3. Reducing the number of complaints received; 4. Frequency of mention in the press; 5. Ability to see or hear a certain opinion; 6. Improvement of the company's position in the market in relation to competitors; 7. Time spent achieving certain market positions or capturing a certain market share.
In cases where the study does not provide adequate estimates, PR specialists use the EAV (Equivalent Advertising Value) ratio to prove the effectiveness of their work. EAV shows the ratio of advertising and PR expenses for placement of materials of the same volume in the media.
It is possible to distinguish the following types of efficiency: the ratio of costs to the results obtained ("economical"); the ratio of the result to the goals pursued (“effectiveness”); compliance of goals with real needs, problems (“expediency”).
One of the areas of PR and business communications is the development of intra-corporate communications. In general, the assessment of the level of satisfaction of employees with internal corporate communications was sufficiently developed by the 70s of the XX century, since it was an element of the developed field of management consulting. Mostly information about the degree of employee satisfaction with the corporate communications system was obtained in the course of questionnaire surveys and personal (face-to-face) interviews. Economic efficiency is an opportunity to evaluate the costs of corporate communications in a company. Effectiveness is a diversified assessment of each communication channel compared to other channels. This assessment takes into account not only financial performance, but also the quality of communication in terms of perception of information by company employees.
The system for evaluating the effectiveness of PR has received sufficient development in Germany. German experts use several concepts that are close in meaning, but differ in content, to distinguish between various aspects of the effectiveness of PR: “impact” - a change in cognitive, emotional and behavioral attitudes as a result of the campaign; "effect" - the ratio of the goals set and the results achieved; "efficiency" - the ratio of the effect obtained and the funds and resources spent.
Evaluation of the effectiveness of internal communications
One of the areas of PR and business communications is the development of intra-corporate communications. In Russia, relatively little attention has been paid to this area so far, while in Western companies corporate communications are considered as one of key functions PR services. American company Sinickas Com (www.sinicom.com) , led by Angela Sinickas 1, specializes in evaluating the effectiveness and measuring the effectiveness of internal and external corporate communications. Next, we consider the corporate communications assessment model proposed by Angela Sinikas in a number of articles published in the journals "International communication focus", "Journal of Employee Communication Management", "Harvard Management Communication Letter" and others.
Measurements of corporate communications are relatively a little story. In the early 1970s, the field of measurement in corporate communications was represented by separate questions that were asked to employees during internal surveys.
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Educational competence A set of interrelated semantic orientations, knowledge, abilities, skills and experience of the student in relation to a certain range of objects of reality necessary for the implementation of personally and socially significant productive activities
Competence Possession, possession by the student of the relevant competence, including his personal attitude towards it and the subject of activity; already held personal quality (a set of qualities) of the student and the minimum experience in a given field.
Hierarchy of competencies: Key competencies - refer to the general (meta-subject) content of education; General subject competences - belong to a certain circle subjects And educational areas; Subject competencies - private in relation to the two previous levels of competence, having a certain description and the possibility of formation within the framework of academic subjects
The value of cultural tradition: It reflects the value attitudes that have developed in society at a certain stage of its development, which have passed in society at a certain stage of its development, which have undergone practical testing, which guarantees the separation of utopian projects from those being implemented. It forms the spiritual sphere in which the functioning of social processes, including pedagogical ones, takes place. Defining the program of activity, communication, behavior of the subjects of a particular historical era, it determines the general orientation of pedagogical stereotypes.
A specific mechanism that largely sets the general direction community development. After all, it is precisely on the potentialities and prerequisites created by cultural tradition that creative innovations are based, thanks to which the corresponding, obsolete stereotypes are overcome. human activity and society develops” E.S. Markarian
Peculiarities of pedagogical innovations: The subject of pedagogical innovation activity is a personality, unique, developing, having specific features; Dependence on objective conditions in the form of a social order or demand by society; Psychological readiness of the teacher to accept and implement pedagogical innovations.
Principles of effective choice and use of technologies in the educational process: It is not information technology in itself that is important, but how much its use serves to achieve educational goals proper; More expensive and most modern technologies do not necessarily provide the best educational outcome. Quite often, rather familiar and not expensive technologies turn out to be the most effective;
Principles of effective choice and use of technologies in the educational process: The result of training does not significantly depend on the type of communication and information technologies, but on the quality of development and provision of developed programs, courses, methods; When choosing technologies, it is necessary to take into account the best fit of some technologies characteristic features trainees, specific features of specific subject areas.
Generalized pedagogical technologies: Problem learning: consistent and purposeful promotion of cognitive tasks for students, solving which, they actively acquire knowledge. Developmental Learning: Orientation educational process on the potential of a person and their realization
Generalized pedagogical technologies: Differentiated learning: assimilation of program material in various planned classes, but below the required standard; Concentrated learning: deep study of subjects by combining knowledge into learning blocks;
Generalized pedagogical technologies: Modular learning: independent work trainees with individual curriculum; Didactic game: independent cognitive activity aimed at searching, processing, assimilation of educational information;
Generalized pedagogical technologies: Active (contextual) learning: modeling the subject and social content of future activities (including professional ones); Development training critical thinking: development of critical thinking through the interactive inclusion of students in the educational process.
The basic model of a specialist teacher-technologist: Knowledge of the basics of NOT and skills as role characteristics of the teacher's personality. Skills of the organization of personal labor (OLT). Organizational abilities (OS) as part of pedagogical abilities, organization of collective work. Social attitudes and intellectual properties of the organizer as part of the teacher's personal assessment.
The basic model of a specialist teacher-technologist: Knowledge of the theory and history of development pedagogical technologies(PT). Knowledge and skills in the section "Methods of intensifying the learning process." Pedagogical qualimetry (business games, testing, pedagogical standards). Knowledge and skills in the section "New information Technology learning".
