A grand campaign is organized by a PR firm to recruit undergraduates for the Institute of Legal Education, a private institution. In order to learn the effectiveness of the campaign, the institution wants the PR team to measure in terms of creating awareness among the students and the impact on their responses and attitude. What is this process called?

Question

Rylee Key

Business

7 May, 13:39

A grand campaign is organized by a PR firm to recruit undergraduates for the Institute of Legal Education, a private institution. In order to learn the effectiveness of the campaign, the institution wants the PR team to measure in terms of creating awareness among the students and the impact on their responses and attitude. What is this process called?

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Cannon Conley · Answer 1

benchmarking

Explanation:

Benchmarking refers to the process by which the PR firm will evaluate how effective the campaign was by comparing the awareness among students before the campaign was launched (pre-test) and after the campaign finished (post-test).

Benchmarking is usually carried out to determine certain qualities of a company's products or services compared to their competition's products or services. But it can also be done to measure the performance of a service by comparing the before status versus the after status of the customers.