Outputs: What is said, quantified by analyzing content based on:
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Favorability
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Prominence
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Placement
Outtakes: What the audience understands/takes away, quantified by:
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Message recall
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Assimilation of key facts
Outcomes: What the specific communications produces, including:
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Leads
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Consideration
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Sales
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Increased stock value
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Changes in awareness, attitudes, behaviors, etc.
Outgrowth: The cumulative effect of all communications on an organization's reputation:
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How your communications improved the organization's reputation among all stakeholders
Source: John Gilfeather, EVP, TNS