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Establishment
Language of instruction
French, English
Teaching content
UE16
Training officer(s)
G.Druart
Stakeholder(s)
Mme. Decroocq
Présentation
Prerequisite
Reread courses on different media and communication media
Distinguishing the means of media and non-media communication
Distinguishing the means of media and non-media communication
Goal
- Understanding the issues of measuring audiences
- Knowing the main institutional organizations
- Identifying relevant indicators according to media and support
- Identifying the limits of certain indicators
- Suggesting an action plan
- Knowing the main institutional organizations
- Identifying relevant indicators according to media and support
- Identifying the limits of certain indicators
- Suggesting an action plan
Presentation
Reminder of the objectives of the communication. How and what to measure?
Definitions: useful audience / audience, contact cost / useful contact cost.
Criteria to consider when choosing a support, GRP, ODV, ODE.
Audience and efficiency measurement: panels, pre-tests, post-tests, special features of the non-media.
Role of institutional actors
Definitions: useful audience / audience, contact cost / useful contact cost.
Criteria to consider when choosing a support, GRP, ODV, ODE.
Audience and efficiency measurement: panels, pre-tests, post-tests, special features of the non-media.
Role of institutional actors
Modalités
Forms of instruction
Theory, examples, and case studies.
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Independent study | |||
| Travail personnel indicatif | 15,00 | ||
| Face to face | |||
| 15,00 | |||
| Overall student workload | 30,00 | ||
Evaluation
Ressources
Bibliography
Mercator - Jacques Lendrevie et Julien Lévy
Dunod
Publicitor - Arnaud de Baynast et Jacques LendrevieDunod
Marketing Management - KotlerPearson