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A Professional and Practitioner's Guide to Public Relations Research, Measurement, and Evaluation, Second Edition by Don W. Stacks, David Michaelson

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Advertising Research Foundation, 6

Advertising value equivalence (AVE), 119–120

Advocacy, 127

Advocacy measure, 24–25

Affective objective, 19

AMEC. See Association for Measurement and Evaluation of Communication

Analysis of variance (ANOVA), 170

ANOVA. See Analysis of variance

Association for Measurement and Evaluation of Communication (AMEC), 7

Attitudinal homophily, 74

Audience, 4

AVE. See Advertising value equivalence

Awareness and recall measures, 24–25

Baseline, 84

Behavioral homophily, 74

Behavioral objective, 5, 19, 39

Benchmarks

definition, 84–85

planned, 37–38

Best practices

concept of, 10–12

public relations research

broad range activities, 204

business outcomes impact, 202–203

clear and well-defined research objectives, 193–195 ...

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