David spoke at length about the need and the method of writing measuremnet goals. Said that Ketchum follows a discover-set goals- strategise- create - deliver - evaluate approach.
The basic questions to ask even before one starts to measure is - How has my Target Audience changed ? Some of the thoughts which go into planning measurement are : What portion of the T.G do you want to reach, What do you want to target, how much comprehension do you want T.G to have, and what belief change should they have ?
David also highlighted the need for clarity in goals which will help in measurement. The kinds of coverage that one can measure are : Coverage by Tier of media, coverage by tone, coverage by Issues, Share of voice in media, and finally the quality of coverage.
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