Question of the week Oct. 19 October 14, 2009
Posted by kcolley in Evaluation.Tags: Evaluation, Kay L. Colley, media impression, public relations, tactics
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Please answer the following question before 5 p.m. on Oct. 21:
Why are media impressions considered a limited evaluation tactic?
Don’t forget to include a unique link to support your answer.
Media evaluations are considered a limited evaluation for many reasons. If 1 million people are subscribed to a magazine you cannot assume that your article in that magazine was read by all 1 million people. People sometimes miss the article or they are away from home and miss the issue completly. It is the same for radio and TV. Although people might be able to see how many people have the radio on a certain channel or the TV on a specific channel they cannot tell how many people are actually watching and listening.
http://www.ask.com/bar?q=what+are+media+impressions&page=1&qsrc=2417&ab=0&title=Media+Impressions&u=http%3A%2F%2Fwww.marketing-metrics-made-simple.com%2Fmedia-impressions.html&sg=TvCYPUJIW6n94xVcWCeLFoGQ5UjqIjwW0OsUmxQomC4%3D&tsp=1256000535322
Media impressions are considered a limited evaluation tactic because you can not effectively measure if your message was received, how it was received (positively or negatively) or what impact it had on the reader.
Media impressions are considered limited mainly because of the fact that you cannot tell who all is impacted by the message. People pass billboards and watch commercials as well as news reports but there is no guarantee that anyone is paying attention.
The good thing of having many media impressions is that you run a better chance at having someone come into contact with whatever your message may be than if you had no coverage at all.
http://www.socialmediaexplorer.com/2008/08/04/impressions-of-and-in-social-media-measurement/
Media impressions are a limited evaluation tactic because not everyone will be exposed to the message. If the message is only targeted at certain people then it will only be in specific magazines. Therefore, it will not be seen by everyone. Even those who do receive the message through television or advertising may not understand what the message is if it is unclear. Media impressions do not give an adequate measure of who receives the message or whether they reacted to it positively or negatively.