Advertising Research Foundation, 6
Advertising value equivalence (AVE), 121–122
Advocacy, 129
Advocacy measure, 26–27
Affective objective, 21
AMEC. See Association for Measurement and Evaluation of Communication
Analysis of variance (ANOVA), 187, 197
ANOVA. See Analysis of variance
Association for Measurement and Evaluation of Communication (AMEC), 7
Attitudinal homophily, 73
Audience, 4
AVE. See Advertising value equivalence
Awareness and recall measures, 26–27
Baseline, 84–85
Behavioral homophily, 74
Behavioral objective, 5, 21, 42
Benchmarks
definition, 84–85
planned, 40
Best practices
concept of, 10–13
public relations research, 204–205
broad range activities, 217
business outcomes impact, 215
clear and well-defined research objectives, ...
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