Author Archive for boris

The PR Measurement Debate Enters a New Stage

Source: MediaBistro | Original link Putting the usual cultural/political flotsam and jetsam aside, these are two of the month’s most interesting developments in the PR world: 1. A majority of marketing execs think PR should handle social media duties 2. Many clients are ditching…

Return on Investment (ROI)

Return on Investment (ROI) or Return on Marketing Investment (ROMI) equals the gain from a program minus the cost of the program, divided by the cost of the program. ROI = (gain – cost) / cost For example: Let’s assume…

To Measure ROI, Use Gross Profit

Some marketers use sales revenue to measure ROI. But it is much preferable to use gross profit (also called gross margin). Why? Because if you use gross profit, you will be speaking the conservative language of your CEO and CFO. Here is a detailed example:…

Advertising Value Equivalency (AVE)

Advertising Value Equivalency (AVE) is what your editorial coverage would cost if it were advertising space (or time). How You Do It To calculate the AVE for one month, measure the space (column inches) occupied by a clip (for radio…

Accuracy of Coverage

Accuracy of Coverage is not one metric but a combination of component metrics. PR people differ about what those component metrics should be and about how they should be combined and used. That is to say, this is one of…

Media Impressions

In addition to Counting Clips, many PR people calculate Media Impressions (the number of people who may have seen an article, heard something on the radio or in a podcast, watched something on television, or read something on a web page or…

Clip Counting

Clip Counting is the simplest form of PR measurement. It’s nothing more than counting all the editorial coverage (news items, feature stories, guest editorials, reviews, roundup stories, buyer’s guides, etc.) that mention your company, product or service. This coverage includes…

Cost per Point (CPP)

Cost per Point (CPP) is the cost of buying one Rating Point, or one percent of the target population. CPP = cost of the campaign / Gross Rating Points How You Do It Media planners calculate CPP to compare the…

Cost per Thousand (CPM)

Cost per Thousand (CPM) is the cost to reach one thousand people or households via a given advertising outlet or medium. (M is the Roman numeral for 1,000.)   CPM = cost / (target audience / 1,000) or   CPM =…