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Essay Subject: Discusses a public relations campaign for eBay.... More...

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Paper Abstract: Discusses a public relations campaign for eBay aimed at enhancing the image of eBay and restoring consumer confidence in the auction site. Discusses several strategies. Paper Introduction: Campaign Evaluation Strategies Given the multiple goals and objectives and the various activitiesundertaken in the public relations campaign to enhance the image of eBayand restore consumer confidence in the auction site several differentevaluation strategies are necessary Jackall and Hirota pointed outthat multiple evaluation methodologies provide a comprehensive portrait ofthe overall efficacy of such campaigns Similarly Seitel assertsthat multiple evaluation strategies for such a campaign should include avariety of outcome measures that can be quantified along with qualitativedata analysis as well Beginning at Text of the Paper: The entire text of the paper is shown below. However, the text is somewhat scrambled. We want to give you as much information as we possibly can about our papers and essays, but we cannot give them away for free. In the text below you will find that while disordered, many of the phrases are essentially intact. From this text you will be able to get a solid sense of the writing style, the concepts addressed, and the sources used in the research paper. It will garnerinformation from eBay's target market and will be useful in assisting thecompany as it further attempts to improve its image. Campaign Evaluation Strategies Given the multiple goals and objectives and the various activitiesundertaken in the public relations campaign to enhance the image of eBayand restore consumer confidence in the auction site, several differentevaluation strategies are necessary. In this area, content analysis of news stories about eBay will beconducted. Jackall and Hirota (2 ) pointed outthat multiple evaluation methodologies provide a comprehensive portrait ofthe overall efficacy of such campaigns. Jackall and Hirota (2 ) note that in content analysis, oneidentifies key terms, phrases, or descriptors that are indicative ofattitude and then tracks their frequency and strength over time. This effort will add a third set of quantitative datato the public relations campaign evaluation process. Similar content analysis will be employed with respect tocommunications from eBay customers to the company and its customer servicedepartment. Third, an evaluation of survey responses to direct mail surveystargeting eBay customers will be conducted. At the same time, given seasonal fluctuations in consumer buyinghabits, a qualitative measure will also be used to assess the campaign'seffects. Chicago: University of Chicago Press.Seitel, F.P. AsSeitel (2 1) has noted, strictly quantitative data of this sort is usefulin determining whether or not changes over time have occurred. (2 ). Beginning at two week intervals following the launch of the publicrelations campaign, eBay purchase and customer data will be tracked.First, the total number of purchases before and after the campaign at eachtwo week marker will be tallied to determine if change in purchase volumeas measured by number and not by price of purchases will be assessed.Secondly, at each of the two-week markers following campaign launch, thenumber of new eBay customers making a purchase will also be tracked. ReferencesJackal, R. Thisparticular analysis allows public relations professionals to determinewhether or not the image that they have attempted to establish or improveon behalf of their client is being accepted and if changes in attitudestoward the client and/or its products are taking place. The Practice of Public Relations. Image Makers. Data generated by the surveywill capture attitudes of customers toward previous and current eBaypractices and image. (2 1). & Hirota, J.M. Similarly, Seitel (2 1) assertsthat multiple evaluation strategies for such a campaign should include avariety of outcome measures that can be quantified along with qualitativedata analysis as well. Abaseline for average weekly number of purchases and number of new customersreflecting the six month period prior to the launch of the campaign will beused to measure any increases in these two key outcome variables. Upper Saddle River, NJ: Prentice Hall. If this paper is not what you are looking for, you can search again: Search for: or Click here to request an essay written just for you.

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