PR EFFECTIVENESS - Impact and influence - The new look of PR evaluation - PR evaluation has moved well beyond counting column inches. Now, we should be looking at how it affects consumer choices and behaviour to measure real results.
Year of publication: |
2001
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Authors: | McNeil, Ruth ; Neira, Pamela |
Published in: |
ADMAP : for decisionmakers in advertising, marketing, media, planning & research. - London : Reed Publ. Serv., ISSN 0001-8295, ZDB-ID 10488297. - Vol. 36.2001, 1, p. 35-37
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