Impressions are definitely not what they seem. At first, they were used as a foundational unit of measure for publishers and advertisers, who built an entire economy negotiating to buy impressions by the thousands. They then evolved into a lingua franca of marketing measurement, providing a comparable way to evaluate reach (impressions) and efficiency (CPM) … Continue reading Impressions Are A Sham: The Path to Better Media Metrics
August 2011 – Articles written by members of the Institute for Public Relations’ Commission on PR Measurement and Evaluation, that first appeared in the May 2011 issue of PRSA’s PR Tactics magazine, are now available on the IPR web site. They include: The Strategic Approach: Writing Measurable Objectives by Don W. Stacks, Ph.D. and Shannon A. Bowen, Ph.D.; Deliverable Objectives: Considerations for … Continue reading Charting Your PR Measurement Strategy