Measuring the bottom-line impact of corporate public relations

Journalism and Mass Communication Quaterly

Volumn 77, Issue 2, 2000, Pages 273-291

  Kim, Yungwook ^a  

^a ILLINOIS STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0039621194     PISSN: 10776990     EISSN: None     Source Type: Journal    
DOI: 10.1177/107769900007700204     Document Type: Review

References (144)

1. Alice Norton, Measuring Potential and Evaluating Results (NY: Foundation for Public Relations Research and Education, 1997).
2. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
3. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
4. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
5. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
6. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
7. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
8. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
9. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
10. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
11. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
12. Glen M. Broom, "Coorientation Measurement of Public Issue, "Public Relations Review 3 (winter 1977): 110-19; R. S. Franzen, "An NBS Internal Communication Study: A Comment, "Public Relations Review 3 (winter 1977): 83-88; R. C. Grass, "Measuring the Effects of Corporate Advertising, "Public Relations Review 3 (winter 1977): 39-50; James Grunig, "Measurement in Public Relations: An Overview, "Public Relations Review 3 (winter 1977): 5-10; James Grunig, "Evaluating Employee Communication in a Research Operation, "Public Relations Review 3 (winter 1997): 61-82; Otto Lerbinger, "Corporate Uses of Research in Public Relations, "Public Relations Review 3 (winter 1977): 11-20; R. K. Marker, "The Armstrong/PR Data Measurement System, "Public Relations Review 3 (winter 1977): 51-60; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; K. R. Stamm, "Strategies for Evaluating Public Relations, "Public Relations Review 3 (winter 1977): 120-28; P. J. Tichenor, G. A. Donohue, and C. N. Olien, "Community Research and Evaluating Community Relations, "Public Relations Review 3 (winter 1977): 96-109; J. F. Tirone, "Measuring the Bell System's Public Relations, "Public Relations Review 3 (winter 1977): 21-38.
13. Broom, "Coorientation Measurement"; William P. Ehling, "Estimating the Value of Public Relations and Communication to an Organization, "in Excellence in Public Relations and Communications Management, ed. James Grunig (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), 617-38.
14. Broom, "Coorientation Measurement"; William P. Ehling, "Estimating the Value of Public Relations and Communication to an Organization, "in Excellence in Public Relations and Communications Management, ed. James Grunig (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), 617-38.
15. Ehling, "Estimating the Value."
16. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
17. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
18. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
19. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
20. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
21. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
22. J. H. Bissland, "Accountability Gap: Evaluating Practices Show Improvement, "Public Relations Review 10 (summer 1990): 3-12; C. Campbell, "Does Public Relations Affect the Bottom-Line: Study Shows CEOs Thinks So, "Public Relations Journal 49 (October 1993): 14-17; J. A. Gordon and A. Shell, "Forecast 1992: Targeting Bottom Line Will Help Public Relations Thrive in Troubled Economy, "Public Relations Journal 48 (January 1992): 18-25, 38; D. Hauss, "Measuring the Impact of Public Relations: New Electronic Methods Improve Campaign Evaluating, "Public Relations Journal 49 (February 1993): 14-21; Hans V. A. Johnsson, Return on Communication (Stockholm: Swedish Public Relations Association, 1996); H. L. Smith, "Accountability in PR: Budgets and benchmarks. Public Relations Quarterly 41 (spring 1996): 15-19; P. J. Webster, "What's the Bottom Line?" Public Relations Journal 46 (February 1990): 18-21.
23. Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Linda Hon, "What Have You Done for Me Lately? Exploring Effectiveness in Public Relations, "Journal of Public Relations Research 9 (1997): 1-30.
24. Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Linda Hon, "What Have You Done for Me Lately? Exploring Effectiveness in Public Relations, "Journal of Public Relations Research 9 (1997): 1-30.
25. Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Linda Hon, "What Have You Done for Me Lately? Exploring Effectiveness in Public Relations, "Journal of Public Relations Research 9 (1997): 1-30.
26. Hon, "What Have You Done"; Campbell, "Does Public Relations Affect"; Ehling, "Estimating the Value"; B. Johnson, "Prove Public Relations Affects the Bottom-Line, "Public Relations Journal 50 (April 1994): 31, 40; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; D. Winokur and R. W. Kinkead, "How Public Relations Fits into Corporate Strategy: CEOs Assess the Importance of PR Today and in the Future, "Public Relations Journal 49 (May 1993): 16-23.
27. Hon, "What Have You Done"; Campbell, "Does Public Relations Affect"; Ehling, "Estimating the Value"; B. Johnson, "Prove Public Relations Affects the Bottom-Line, "Public Relations Journal 50 (April 1994): 31, 40; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; D. Winokur and R. W. Kinkead, "How Public Relations Fits into Corporate Strategy: CEOs Assess the Importance of PR Today and in the Future, "Public Relations Journal 49 (May 1993): 16-23.
28. Hon, "What Have You Done"; Campbell, "Does Public Relations Affect"; Ehling, "Estimating the Value"; B. Johnson, "Prove Public Relations Affects the Bottom-Line, "Public Relations Journal 50 (April 1994): 31, 40; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; D. Winokur and R. W. Kinkead, "How Public Relations Fits into Corporate Strategy: CEOs Assess the Importance of PR Today and in the Future, "Public Relations Journal 49 (May 1993): 16-23.
29. Hon, "What Have You Done"; Campbell, "Does Public Relations Affect"; Ehling, "Estimating the Value"; B. Johnson, "Prove Public Relations Affects the Bottom-Line, "Public Relations Journal 50 (April 1994): 31, 40; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; D. Winokur and R. W. Kinkead, "How Public Relations Fits into Corporate Strategy: CEOs Assess the Importance of PR Today and in the Future, "Public Relations Journal 49 (May 1993): 16-23.
30. Hon, "What Have You Done"; Campbell, "Does Public Relations Affect"; Ehling, "Estimating the Value"; B. Johnson, "Prove Public Relations Affects the Bottom-Line, "Public Relations Journal 50 (April 1994): 31, 40; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; D. Winokur and R. W. Kinkead, "How Public Relations Fits into Corporate Strategy: CEOs Assess the Importance of PR Today and in the Future, "Public Relations Journal 49 (May 1993): 16-23.
31. Hon, "What Have You Done"; Campbell, "Does Public Relations Affect"; Ehling, "Estimating the Value"; B. Johnson, "Prove Public Relations Affects the Bottom-Line, "Public Relations Journal 50 (April 1994): 31, 40; M. P. McElreath, "Public Relations Evaluative Research: Summary Statement, "Public Relations Review 3 (winter 1977): 129-36; D. Winokur and R. W. Kinkead, "How Public Relations Fits into Corporate Strategy: CEOs Assess the Importance of PR Today and in the Future, "Public Relations Journal 49 (May 1993): 16-23.
32. James E. Grunig, David M. Dozier, William P. Ehling, Larissa A. Grunig, Fred C. Repper, and Jon White, Excellence in Public Relations and Communication Management (Hillsdale, NJ: Lawrence Erlbaum Associate, 1992).
33. Philip Lesly, Lesly's Handbook of Public Relations and Communication (Chicago: Probus, 1991); Norton, Measuring Potential.
34. Philip Lesly, Lesly's Handbook of Public Relations and Communication (Chicago: Probus, 1991); Norton, Measuring Potential.
35. Hon, "What Have You Done"; Glen M. Broom and David A. Dozier, Using Research in Public Relations: Applications to Program Management (Englewood Cliffs, NJ: Prentice-Hall, 1990); Glen M. Broom and Allen Center, "An Overview: Evaluation Research in Public Relations, "Public Relations Quarterly 28 (fall 1983): 5-8; Robert Kendall, Public Relations Campaign Strategies: Planning for Implementation (NY: Harper Collins).
36. Hon, "What Have You Done"; Glen M. Broom and David A. Dozier, Using Research in Public Relations: Applications to Program Management (Englewood Cliffs, NJ: Prentice-Hall, 1990); Glen M. Broom and Allen Center, "An Overview: Evaluation Research in Public Relations, "Public Relations Quarterly 28 (fall 1983): 5-8; Robert Kendall, Public Relations Campaign Strategies: Planning for Implementation (NY: Harper Collins).
37. Hon, "What Have You Done"; Glen M. Broom and David A. Dozier, Using Research in Public Relations: Applications to Program Management (Englewood Cliffs, NJ: Prentice-Hall, 1990); Glen M. Broom and Allen Center, "An Overview: Evaluation Research in Public Relations, "Public Relations Quarterly 28 (fall 1983): 5-8; Robert Kendall, Public Relations Campaign Strategies: Planning for Implementation (NY: Harper Collins).
38. Hon, "What Have You Done"; Glen M. Broom and David A. Dozier, Using Research in Public Relations: Applications to Program Management (Englewood Cliffs, NJ: Prentice-Hall, 1990); Glen M. Broom and Allen Center, "An Overview: Evaluation Research in Public Relations, "Public Relations Quarterly 28 (fall 1983): 5-8; Robert Kendall, Public Relations Campaign Strategies: Planning for Implementation (NY: Harper Collins).
39. McElreath, "Public Relations Evaluative Research"; Grunig et al., Excellence in Public Relations.
40. McElreath, "Public Relations Evaluative Research"; Grunig et al., Excellence in Public Relations.
41. Hugh M. Culbertson, Dennis W. Jeffers, Donna B. Stone, and Martin Terrell, Social, Political, and Economic Contexts in Public Relations: Theory and Cases (Hillsdale, NJ: Lawrence Erlbaum Associates, 1993); Elizabeth Toth and Robert L. Heath, Rhetorical and Critical Approaches to Public Relations (Hillsdale, NJ: Lawrence Erlbaum Associate, 1992); S. A. Deetz and A. Kersten, "Critical Models of Interpretive Research, "in Communication and Organization: An Interpretive Approach, ed. L. L. Putnam and M. Pacanowsky (Beverly Hills, CA: Sage, 1983).
42. Hugh M. Culbertson, Dennis W. Jeffers, Donna B. Stone, and Martin Terrell, Social, Political, and Economic Contexts in Public Relations: Theory and Cases (Hillsdale, NJ: Lawrence Erlbaum Associates, 1993); Elizabeth Toth and Robert L. Heath, Rhetorical and Critical Approaches to Public Relations (Hillsdale, NJ: Lawrence Erlbaum Associate, 1992); S. A. Deetz and A. Kersten, "Critical Models of Interpretive Research, "in Communication and Organization: An Interpretive Approach, ed. L. L. Putnam and M. Pacanowsky (Beverly Hills, CA: Sage, 1983).
43. Hugh M. Culbertson, Dennis W. Jeffers, Donna B. Stone, and Martin Terrell, Social, Political, and Economic Contexts in Public Relations: Theory and Cases (Hillsdale, NJ: Lawrence Erlbaum Associates, 1993); Elizabeth Toth and Robert L. Heath, Rhetorical and Critical Approaches to Public Relations (Hillsdale, NJ: Lawrence Erlbaum Associate, 1992); S. A. Deetz and A. Kersten, "Critical Models of Interpretive Research, "in Communication and Organization: An Interpretive Approach, ed. L. L. Putnam and M. Pacanowsky (Beverly Hills, CA: Sage, 1983).
44. Bottom-line can be defined as measurable benefits to the organization such as "enhanced cash flow, improved share price and sharehold value, greater productivity, more sales, better market shares, less employee turnover and higher earnings per share" (Webster, "What's the Bottom Line?" 18).
45. Ehling, "Estimating the Value"; William P. Ehling and David A. Dozier, "Public Relations Management and Operation Research, "in Excellence in Public Relations and Communications Management, ed. James Grunig (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), 251-84; Tiron, "Measuring the Bell System's."
46. Ehling, "Estimating the Value"; William P. Ehling and David A. Dozier, "Public Relations Management and Operation Research, "in Excellence in Public Relations and Communications Management, ed. James Grunig (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), 251-84; Tiron, "Measuring the Bell System's."
47. Ehling, "Estimating the Value"; William P. Ehling and David A. Dozier, "Public Relations Management and Operation Research, "in Excellence in Public Relations and Communications Management, ed. James Grunig (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), 251-84; Tiron, "Measuring the Bell System's."
48. Smith, "Accountability in PR"; Gordon and Shell, "Forecast 1992."
49. Smith, "Accountability in PR"; Gordon and Shell, "Forecast 1992."
50. Webster, "What's the Bottom Line?"
51. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
52. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
53. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
54. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
55. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
56. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
57. Bissland, "Accountability Gap"; Campbell, "Does Public Relations Affect"; Gordon and Shell, "Forecast 1992"; Hon, "What Have You Done"; P. E. Newlin, "A Public Relations Measurement and Evaluation Model that Finds the Movement of the Needle, "Public Relations Quarterly 36 (spring 1991): 35-36, 41-41; Smith, "Accountability in PR"; Webster, "What's the Bottom Line?"
58. James E. Grunig and Todd Hunt, Managing Public Relations (NY: Holt, Reinhart and Winston, 1984), 115.
59. Return on investment (ROI) was investigated in the Excellence Study (Grunig et al., Excellence in Public Relations), which found out an average 184 percent ROI and 300 percent ROI among companies the researchers had classified as having excellent public relations. However, these figures were based on the perceptions of the CEOs rather than actual measures of ROI (Newlin, "A Public Relations Measurement").
60. Return on investment (ROI) was investigated in the Excellence Study (Grunig et al., Excellence in Public Relations), which found out an average 184 percent ROI and 300 percent ROI among companies the researchers had classified as having excellent public relations. However, these figures were based on the perceptions of the CEOs rather than actual measures of ROI (Newlin, "A Public Relations Measurement").
61. J. W. Elliot, "The Best Kept Secret in the PR Business, "Public Relations Quarterly 41 (fall 1996): 39-42.
62. F. M. Bass, "A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes, "Journal of Marketing Research 6 (1969): 291-300; D. A. Aaker and J. M. Carman, "Are You Overadvertising?" Journal of Advertising Research 22 (1982): 57-70.
63. F. M. Bass, "A Simultaneous Equation Regression Study of Advertising and Sales of Cigarettes, "Journal of Marketing Research 6 (1969): 291-300; D. A. Aaker and J. M. Carman, "Are You Overadvertising?" Journal of Advertising Research 22 (1982): 57-70.
64. Jean-Jacques Lambin, "Measuring the Profitability of Advertising: An Empirical Study, "Journal of Industrial Economics 17 (1969): 86-103; Rober P. Leone and Randall L. Schultz, "A Study of Marketing Generalizations, "Journal of Marketing 44 (1980): 10-18; John U. Farley and Donald R. Lehmann, Meta-Analysis in Marketing: Generalization of Response Models (Lexington, MA: D. C. Heath & Co, 1986); Raj Sethuran and Gerard J. Tellis, "An Analysis of the Tradeoff Between Advertising and Price Discounting, "Journal of Marketing Research 28 (1991): 160-74.
65. Jean-Jacques Lambin, "Measuring the Profitability of Advertising: An Empirical Study, "Journal of Industrial Economics 17 (1969): 86-103; Rober P. Leone and Randall L. Schultz, "A Study of Marketing Generalizations, "Journal of Marketing 44 (1980): 10-18; John U. Farley and Donald R. Lehmann, Meta-Analysis in Marketing: Generalization of Response Models (Lexington, MA: D. C. Heath & Co, 1986); Raj Sethuran and Gerard J. Tellis, "An Analysis of the Tradeoff Between Advertising and Price Discounting, "Journal of Marketing Research 28 (1991): 160-74.
66. Jean-Jacques Lambin, "Measuring the Profitability of Advertising: An Empirical Study, "Journal of Industrial Economics 17 (1969): 86-103; Rober P. Leone and Randall L. Schultz, "A Study of Marketing Generalizations, "Journal of Marketing 44 (1980): 10-18; John U. Farley and Donald R. Lehmann, Meta-Analysis in Marketing: Generalization of Response Models (Lexington, MA: D. C. Heath & Co, 1986); Raj Sethuran and Gerard J. Tellis, "An Analysis of the Tradeoff Between Advertising and Price Discounting, "Journal of Marketing Research 28 (1991): 160-74.
67. Jean-Jacques Lambin, "Measuring the Profitability of Advertising: An Empirical Study, "Journal of Industrial Economics 17 (1969): 86-103; Rober P. Leone and Randall L. Schultz, "A Study of Marketing Generalizations, "Journal of Marketing 44 (1980): 10-18; John U. Farley and Donald R. Lehmann, Meta-Analysis in Marketing: Generalization of Response Models (Lexington, MA: D. C. Heath & Co, 1986); Raj Sethuran and Gerard J. Tellis, "An Analysis of the Tradeoff Between Advertising and Price Discounting, "Journal of Marketing Research 28 (1991): 160-74.
68. R. Stone and M. Duffy, "Measuring the Impact of Advertising, "Journal of Advertising Research 33 (1993): RC8-RC12.
69. E. C. Dittus and M. Kopp, "Advertising Accountability in the 1990s: Moving from Guesswork and Gut Feelings, "Journal of Advertising Research 30 (1990): RC7-RC12.
70. P. W. Farris and D. J. Reibstein, "How Prices, Ad Expenditures, and Profits are Linked, "Harvard Business Review 59 (1979): 173-84.
71. S. K. Balasubramanian and V. Kumar, "Analyzing Variations in Advertising and Promotional Expenditures: Key Correlates in Consumer, Industrial, and Service Markets, "Journal of Marketing 54 (1990): 57-68.
72. J. A. Simon and M. W. Sullivan, "The Measurement and Determinants of Brand Equity: A Financial Approach, "Marketing Science 12 (1993): 28-52.
73. J. L. Zagorsky, "Understanding the Economic Factors Affecting Help-Wanted Advertising, "Journal of Advertising 22 (1993): 75-84.
74. R. W. Ward and C. Lamber, "Generic Promotion of Beef: Measuring the Impact of the Beef Checkoff, "Journal of Agriculture Economics 44 (1993): 456-66.
75. In the 1970s, Profit Impact of Market Strategy (PIMS) was conducted by the Marketing Science Institute and Harvard Business School. The main objective was to provide top management with information on the profit impact of different kinds of business operations and optimal strategies. This project found 37 factors as components of profit impact. Examples of these factors include return on investment (ROI), market share, total marketing expenditures, product (service) quality, R&D expenditures, investment intensity, and corporate diversity. Together the factors explain 80 percent of the variance in profit impact (S. Schoeffler, R. D. Buzzell, and D. F. Heany, "Impact of Strategic Planning on Profit Performance, "Harvard Business Review 54 [1974]: 137-45).
76. V. Ramaswany, W. S. Desarbo, D. J. Reibstein, and W. T. Robinson, "An Empirical Pooling Approach for Estimating Marketing Mix Elasticities with PIMS Data, "Marketing Science 12 (1993): 103-124.
77. R. N. Bolton, "The Relationship between Market Characteristics and Promotional Price Elasticities, "Marketing Science 8 (1989): 153-69.
78. C. Narasimhan, S. A. Neslin, and S. K. Sen, "Promotional Elasticities and Category Characteristics, "Journal of Marketing 60 (1996): 17-30.
79. P. W. Farris and R. D. Buzzell, "Why Advertising and Promotional Costs Vary: Some Cross-sectional Analyses, "Journal of Marketing 43 (1979): 112-22.
80. D. M. Szymansky, S. G. Bharadwaj, and P. R. Varadarajan, "An Analysis of the Market Share-Profitability Relationship, "Journal of Marketing 57 (1993): 1-18.
81. Larissa Grunig, James Grunig, and W. P. Ehling, "What is an Effective Organization?" in Excellence in Public Relations and Communications Management, ed. James Grunig (Hillsdale, NJ: Lawrence Erlbaum Associates, 1992), 65-90.
82. Bissland, "Accountability Gap"; Linda Hon, "Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation" (paper presented at the annual meeting of AEJMC, Chicago, 1997); Newlin, "A Public Relations Measurement"; Webster, "What's the Bottom Line?"
83. Bissland, "Accountability Gap"; Linda Hon, "Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation" (paper presented at the annual meeting of AEJMC, Chicago, 1997); Newlin, "A Public Relations Measurement"; Webster, "What's the Bottom Line?"
84. Bissland, "Accountability Gap"; Linda Hon, "Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation" (paper presented at the annual meeting of AEJMC, Chicago, 1997); Newlin, "A Public Relations Measurement"; Webster, "What's the Bottom Line?"
85. Bissland, "Accountability Gap"; Linda Hon, "Demonstrating Effectiveness in Public Relations: Goals, Objectives, and Evaluation" (paper presented at the annual meeting of AEJMC, Chicago, 1997); Newlin, "A Public Relations Measurement"; Webster, "What's the Bottom Line?"
86. James Grunig and Todd Hunt, Managing Public Relations (NY: Holt, Reinhart and Winston, 1984).
87. J. P. Campbell, "On the Nature of Organizational Effectiveness, "in New Perspectives on Organizational Effectiveness, ed. P. S. Goodman and J. M. Pennings (San Francisco, CA: Jossey-Bass, 1977), 235-48.
88. S. E. Seashore and E. Yuchman, "Factorial Analysis of Organizational Performance, "Administrative Science Quarterly 12 (1967): 372-95.
89. Szymanski, Bharadwaj, and Varadarajan, "An Analysis of the Market Share."
90. Stone and Duffy, "Measuring the Impact."
91. Hon, "What Have You Done."
92. Hon, "What Have You Done."
93. Hon, "Demonstrating Effectiveness."
94. G. A. Marken, "Corporate Image - We All Have One, But Few Work to Protect and Project It, "Public Relations Quarterly (spring 1990): 21-23.
95. James Grunig, "Image and Substance: From Symbolic to Behavioral Relationships, "Public Relations Review 19 (summer 1993): 121-39; Scott M. Cutlip, "Cutlip Tells of Heroes and Goats Encountered in 55-year PR Career, "O'Dwyer's PR Services Report 5 (1991): 51-56.
96. James Grunig, "Image and Substance: From Symbolic to Behavioral Relationships, "Public Relations Review 19 (summer 1993): 121-39; Scott M. Cutlip, "Cutlip Tells of Heroes and Goats Encountered in 55-year PR Career, "O'Dwyer's PR Services Report 5 (1991): 51-56.
97. Grunig, "Image and Substance."
98. Grunig, "Image and Substance."
99. Hon, "Demonstrating Effectiveness"; H. W. O'Neill, "How Opinion Surveys Can Help Public Relations Strategy, "Public Relations Review 10 (summer 1984): 3-12.
100. Hon, "Demonstrating Effectiveness"; H. W. O'Neill, "How Opinion Surveys Can Help Public Relations Strategy, "Public Relations Review 10 (summer 1984): 3-12.
101. Public relations expense should be inserted in the model to completely measure the economic impact of public relations. However, in this model, the measurement is confined to the relationship between the public relations goal (reputation) and the organizational goal (revenue). Thus, this model measures the bottom line impact of achieving the public relations goal without considering public relations expense. In view of cost-benefit analyses, this model explains the benefit side of efficiency research only.
102. Schoeffler, Buzzell, and Heany, "Impact of Strategic Planning"; Farris and Reibstein, "How Prices, Ad Expenditures."
103. Schoeffler, Buzzell, and Heany, "Impact of Strategic Planning"; Farris and Reibstein, "How Prices, Ad Expenditures."
104. Dittus and Kopp, "Advertising Accountability"; Ward and Lamber, "Generic Promotion"; Zagorsky, "Understanding the Economic Factors."
105. Dittus and Kopp, "Advertising Accountability"; Ward and Lamber, "Generic Promotion"; Zagorsky, "Understanding the Economic Factors."
106. Dittus and Kopp, "Advertising Accountability"; Ward and Lamber, "Generic Promotion"; Zagorsky, "Understanding the Economic Factors."
107. The nonlinear models in this paper refer to the nonlinear functions in variables. Thus these nonlinear models can be transferred to the linear model. However, these models are called as the nonlinear models to differentiate from the pure linear model.
108. J. A. Simon and J. Arndt, "The Shape of the Advertising Response Function, "Journal of Advertising Research 20 (1980): 11-28; Ward and Lamber, "Generic Promotion"; Zargorsky, "Understanding the Economic Factors."
109. J. A. Simon and J. Arndt, "The Shape of the Advertising Response Function, "Journal of Advertising Research 20 (1980): 11-28; Ward and Lamber, "Generic Promotion"; Zargorsky, "Understanding the Economic Factors."
110. J. A. Simon and J. Arndt, "The Shape of the Advertising Response Function, "Journal of Advertising Research 20 (1980): 11-28; Ward and Lamber, "Generic Promotion"; Zargorsky, "Understanding the Economic Factors."
111. P. B. Luchsinger, V. S. Mullern, and P. T. Jannuzzo, "How Many Advertising Dollars Are Enough, "Media Decisions 12 (1977): 59; A. G. Rao and P. B. Miller, "Advertising/Sales Response Functions, "Journal of Advertising Research 15 (1975): 7-15.
112. P. B. Luchsinger, V. S. Mullern, and P. T. Jannuzzo, "How Many Advertising Dollars Are Enough, "Media Decisions 12 (1977): 59; A. G. Rao and P. B. Miller, "Advertising/Sales Response Functions, "Journal of Advertising Research 15 (1975): 7-15.
113. The double log model and the log reciprocal model describe the concave-downward response curve and the S-shaped response function (Simon and Arndt, "The Shape of the Advertising").
114. G. E. Belch and M. A. Belch, Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective (Chicago: Irwin, 1995), 241; Simon and Arndt, "The Shape of the Advertising."
115. G. E. Belch and M. A. Belch, Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective (Chicago: Irwin, 1995), 241; Simon and Arndt, "The Shape of the Advertising."
116. D. W. Stewart, "Measuring, Methods, and Models in Advertising Research, "Journal of Advertising Research 29 (1989): 54-60; R. J. Schreiber and V. Appel, "Advertising Evaluation Using Surrogate Measures for Sales, "Journal of Advertising Research 31 (1991): 27-31.
117. D. W. Stewart, "Measuring, Methods, and Models in Advertising Research, "Journal of Advertising Research 29 (1989): 54-60; R. J. Schreiber and V. Appel, "Advertising Evaluation Using Surrogate Measures for Sales, "Journal of Advertising Research 31 (1991): 27-31.
118. Stone and Duffy, "Measuring the Impact"; Farris and Reibstein, "How Prices, Ad Expenditures."
119. Stone and Duffy, "Measuring the Impact"; Farris and Reibstein, "How Prices, Ad Expenditures."
120. Szymanski, Bharadwaj, and Varadarajan, "An Analysis of the Market Share."
121. Fortune 500 companies were chosen for samples because they are recognized as the most successful companies in the business community and spending considerable amounts of money for public relations activities (Laurie J. Wilson, "Excellent Companies and Coalition-Building among the Fortune 500: A Value- and Relationship-based Theory, "Public Relations Review 20 (winter 1994): 333-43. This study needed to choose companies that practice consistent public relations activities to clarify the impact of public relations. Also they have been frequently studied and equipped with accumulated databases ["Proof Positive of PR Worth, "PR News, 30 March 1998, 1, 7; K. Troy, Managing Corporate Communication in a Competitive Climate (NY: The Conference Board, 1993)]. Thus they were chosen because they are the most accessible and feasible category. However this does not mean that companies outside Fortune 500 are not conducting effective public relations.
122. Fortune 500 companies were chosen for samples because they are recognized as the most successful companies in the business community and spending considerable amounts of money for public relations activities (Laurie J. Wilson, "Excellent Companies and Coalition-Building among the Fortune 500: A Value- and Relationship-based Theory, "Public Relations Review 20 (winter 1994): 333-43. This study needed to choose companies that practice consistent public relations activities to clarify the impact of public relations. Also they have been frequently studied and equipped with accumulated databases ["Proof Positive of PR Worth, "PR News, 30 March 1998, 1, 7; K. Troy, Managing Corporate Communication in a Competitive Climate (NY: The Conference Board, 1993)]. Thus they were chosen because they are the most accessible and feasible category. However this does not mean that companies outside Fortune 500 are not conducting effective public relations.
123. Fortune 500 companies were chosen for samples because they are recognized as the most successful companies in the business community and spending considerable amounts of money for public relations activities (Laurie J. Wilson, "Excellent Companies and Coalition-Building among the Fortune 500: A Value- and Relationship-based Theory, "Public Relations Review 20 (winter 1994): 333-43. This study needed to choose companies that practice consistent public relations activities to clarify the impact of public relations. Also they have been frequently studied and equipped with accumulated databases ["Proof Positive of PR Worth, "PR News, 30 March 1998, 1, 7; K. Troy, Managing Corporate Communication in a Competitive Climate (NY: The Conference Board, 1993)]. Thus they were chosen because they are the most accessible and feasible category. However this does not mean that companies outside Fortune 500 are not conducting effective public relations.
124. Troy, Managing Corporate Communication.
125. Troy, Managing Corporate Communication.
126. "Fortune 500 Largest U. S. Corporations, "The Fortune, 29 April 1998, F1-F64; "Fortune 500 Largest U. S. Corporations, "The Fortune, 28 April 1997, F1-F66; "Fortune 500 Largest U. S. Corporations, "The Fortune, 27 April 1996, F1-F70.
127. "Fortune 500 Largest U. S. Corporations, "The Fortune, 29 April 1998, F1-F64; "Fortune 500 Largest U. S. Corporations, "The Fortune, 28 April 1997, F1-F66; "Fortune 500 Largest U. S. Corporations, "The Fortune, 27 April 1996, F1-F70.
128. "Fortune 500 Largest U. S. Corporations, "The Fortune, 29 April 1998, F1-F64; "Fortune 500 Largest U. S. Corporations, "The Fortune, 28 April 1997, F1-F66; "Fortune 500 Largest U. S. Corporations, "The Fortune, 27 April 1996, F1-F70.
129. T. A. Stuart and A. Harrington, "America's Most Admired Companies, "The Fortune, 3 March 1998, 68-75, F1-F7; E. A. Robinson, "America's Most Admired Companies, "The Fortune, 3 March 1997, 68-75, F1-F7; A. B. Fisher, "Corporate Reputations, "The Fortune, 6 March 1996, 90-96; F1-F7.
130. T. A. Stuart and A. Harrington, "America's Most Admired Companies, "The Fortune, 3 March 1998, 68-75, F1-F7; E. A. Robinson, "America's Most Admired Companies, "The Fortune, 3 March 1997, 68-75, F1-F7; A. B. Fisher, "Corporate Reputations, "The Fortune, 6 March 1996, 90-96; F1-F7.
131. T. A. Stuart and A. Harrington, "America's Most Admired Companies, "The Fortune, 3 March 1998, 68-75, F1-F7; E. A. Robinson, "America's Most Admired Companies, "The Fortune, 3 March 1997, 68-75, F1-F7; A. B. Fisher, "Corporate Reputations, "The Fortune, 6 March 1996, 90-96; F1-F7.
132. Belch and Belch, Introduction to Advertising, 542, for eight attributes of company reputation.
133. Farris and Buzzell, "Why Advertising, "115.
134. Szymanski, Bharadwaj, and Varadarajan, "An Analysis of the Market Share."
135. "Fortune 500 U. S. Largest Corporations, "The Fortune, 1998, 1997, 1996.
136. Bronwyn H. Hall, TSP: User's Guide Version 4.3 (Palo Alto, CA: TSP International, 1995).
137. Ramaswany et al., "An Empirical Pooling Approach"; Bolton, "The Relationship between Market Characteristics."
138. Ramaswany et al., "An Empirical Pooling Approach"; Bolton, "The Relationship between Market Characteristics."
139. Damodar N. Gujarati, Basic Econometrics (NY: McGraw-Hill, 1995).
140. C. J. Simon and M. W. Sullivan, "The Measurement and Determinants of Brand Equity: A Financial Approach, "Marketing Science 12 (1993): 28-52.
141. M. P. McElreath, Managing Systematic and Ethical Public Relations Campaign (Boston, MA: McGraw Hill, 1997) for discussions related to the public relations budget system.
142. Esther Thorson and Jeri Moore, Integrated Communication: Synergy of Persuasive Voices (Magwah, NJ: Lawrence Erlbaum Associates, 1996).
143. Charles J. Fombrun, Reputation: Realizing Value from the Corporate Image (MA: Harvard Business School Press, 1996).
144. Halo effects mean lagged effects. Independent variables can have an affect on dependent variables over a long period of time, rather a direct impact in a specific time. In case of reputation, this lagged effects can be assumed in the model (Stone and Duffy, "Measuring the Impact of Advertising").