List 4 ways that publicity activity is evaluated. In what ways, if any, are the drawbacks of each evaluation method?

1)news clips analysis
2)survey sampling 
-drawbacks: could be bias opinions 
3)quasi-experimental design 
-drawbacks: it’s a control group. Its not random,  making it harder to rule out confounding variables 

4)attempts to correlate efforts directly with sales 

Example:

A Brand Public Relations Agency

-drove a nation-wide brand awareness campaign

- media coverage

- Franchise recruitment articles

-System-wide sales jumped past $150 million with same store sales growing 8% and revenues jumping by 27% to $220 million in one year.

-The company doubled its number of units from 76 to 152 during Maccabee Group's campaigns
- Demonstrates correlating  efforts to rebrand the company directly with sales increases