{"id":336,"date":"2016-08-19T16:33:28","date_gmt":"2016-08-19T15:33:28","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/bs\/?page_id=336"},"modified":"2016-08-31T13:06:16","modified_gmt":"2016-08-31T12:06:16","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/bs\/home\/supporting-material\/taxonomy\/","title":{"rendered":"Taksonomija"},"content":{"rendered":"<div id='top'  class='avia-section av-av_section-29380bcf3455b1959c0df92273a3ca79 main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_hr  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-336'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-1  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-7f1066956f81e6629fcde6ff239064a8\">\n#top .av_textblock_section.av-av_textblock-7f1066956f81e6629fcde6ff239064a8 .avia_textblock{\nfont-size:35px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-7f1066956f81e6629fcde6ff239064a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock taxonomy-of-evaluation'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -20px;\">TAKSONOMIJA VREDNOVANJA<br \/>\nPREMA STANDARDIMA<\/p>\n<\/div><\/section><\/div>\n<\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-336'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-3  el_after_av_section  el_before_av_one_third  avia-builder-el-first  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-4  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93\">\n.flex_column.av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93{\nborder-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93 av_one_third  avia-builder-el-5  el_after_av_one_third  el_before_av_one_third  jump-button flex_column_div  '     ><section  class='av_textblock_section av-av_textblock-1984e877b9f7821f9f2384c060d55255 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock jump-button'  itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"#taxonomy-table\">Prebacite se odmah na taksonomsku klasifikaciju<\/a><\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_one_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-0aa7055fe62c3622faec82866afbaeb2 av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_full  flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-8  el_after_av_one_third  el_before_av_section  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u6560-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u6560-4_content\">\n<p id=\"u6560-2\" style=\"text-align: center;\"><strong>\u0160TA JE TAKSONOMIJA I \u010cEMU SLU\u017dI?<\/strong><\/p>\n<\/div>\n<div id=\"u6543-43\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" style=\"text-align: center;\" data-content-guid=\"u6543-43_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Danas postoji \u0161irok raspon modela PR i komunikacijskog vrednovanja koji koriste jednako \u0161irok raspon pojmova koji uklju\u010duju inpute, outpute, inicijalne reakcije, ciljeve s dodanom vrijedno\u0161\u0107u pobolj\u0161ane komunikacijom, doseg PR poruka, u\u010dinke, rezultate i ishod. Za svaku pojedina\u010dnu fazu predla\u017eu se jo\u0161 opse\u017enija metrika i metode vrednovanja. Sve to ovo podru\u010dje \u010dini zbunjuju\u0107im za mnoge ljude u struci.Ova stranica predstavlja taksonomiju vrednovanja skrojenu prema potrebama strate\u0161ke javne komunikacije, pri \u010demu taksonomija predstavlja kategorizaciju i stavljanje u odnos pojedina\u010dnih koncepata i pojmova. Ova taksonomija identificira:<\/p>\n<ol>\n<li>glavne faze komunikacije (npr. inputi, outputi, itd.);<\/li>\n<li>klju\u010dne korake unutar svake faze (kao \u0161to su distribucija informacija, njihovo primanje od strane publika, itd.);<\/li>\n<li>primjere mjerenja i referentnih ta\u010daka koje se mogu generirati ili identificirati kao dio vrednovanja u svakoj fazi;<\/li>\n<li>naj\u010de\u0161\u0107e kori\u0161tene metode za generiranje ovih mjerenja i referentnih ta\u010daka.<\/li>\n<\/ol>\n<p>Taksonomija se razlikuje od modela time \u0161to ona nastoji obuhvatiti SVE glavne koncepte, pojmove, metode, cjelokupnu metriku, i dr. unutar jednog podru\u010dja, dok je model ilustracija nekog specifi\u010dnog programa ili aktivnosti kojeg treba primijeniti u praksi. Me\u0111utim, modele treba temeljiti na konceptima i metodama koji su u nekom podru\u010dju prepoznati kao legitimni, te ih adekvatno primijeniti.<\/p>\n<p>Jedna od va\u017enih koristi taksonomije je da koncepte, metriku, metode i dr. stavlja na njihovo odgovaraju\u0107e mjesto, pa tako, na primjer, izbjegava mije\u0161anje mjerenja outputa sa mjerenjem u\u010dinaka. Cutlip, Center i Broom, autori \u010desto citiranoga teksta o odnosima sa javno\u0161\u0107u naslovljenog &#8220;U\u010dinkoviti odnosi sa javno\u0161\u0107u&#8221;, u svim izdanjima od 1985. do kasnih 2000-ih isticali su u\u010destalu gre\u0161ku u programskom vrednovanju, a to je &#8220;zamjena mjerenja na jednom nivou mjerenjima na nekom drugom nivou&#8221; (1985., str. 295; 1994., str. 44; Broom, 2009., str. 358). Jim Grunig, profesor emeritus odnosa sa javno\u0161\u0107u, tako\u0111er je sli\u010dnog stava da &#8220;mnogi PR stru\u010dnjaci koriste rezultate mjerenja prikupljene na jednom nivou analize u prikazu outputa vi\u0161eg nivoa analize&#8221; (2008., str. 89). Taj problem nije prisutan samo u odnosima sa javno\u0161\u0107u i strate\u0161kom komuniciranju. U popularnom vodi\u010du Univerziteta u Wisconsinu (UWEX) za programske logi\u010dke modele stoji, na primjer, da se ljudi &#8220;\u010desto mu\u010de oko razlike izme\u0111u outputa i u\u010dinaka&#8221; (Taylor-Power &amp; Henert, 2008., str. 19).<\/p>\n<p>Taksonomska klasifikacija nikada ne mo\u017ee biti kona\u010dna, ali taksonomija koju predstavljamo ovdje referira se na \u0161irok raspon istra\u017eivanja kako bi bila \u0161to sveobuhvatnija (za vi\u0161e detalja o po\u010decima i bazi ove taksonomije, te samoga okvira, pogledajte &#8220;<a href=\"http:\/\/www.amecorg.com\/amecframework\/introduction.html\">Uvod u AMEC-ov okvir za integrirano vrednovanje<\/a>&#8220;.)<\/p>\n<ul>\n<li><strong>NAPOMENE ZA KORI\u0160TENJE OVE TAKSONOMSKE KLASIFIKACIJE<\/strong><\/li>\n<li>Klju\u010dni koraci, mjerenja i referentne ta\u010dke, te metode nisu iscrpni i nisu svi potrebni u svakome programu. Oni predstavljaju zajedni\u010dke i tipi\u010dne pristupe vrednovanju javne komunikacije, poput ogla\u0161avanja, odnosa sa javno\u0161\u0107u, marketin\u0161kog komuniciranja itd. PR stru\u010dnjaci bi trebali odabrati ona mjerenja, referentne ta\u010dke i metode koji su njima relevantni (idealno je barem jedno po svakoj fazi).<\/li>\n<li>Na\u010din na koji su inputi, aktivnosti, outputi i dr. organizirani ne treba tuma\u010diti kao jednostavan, linearan proces. Povratne informacije iz svake faze treba primijeniti za &#8220;u\u0161timavanje&#8221;, prilago\u0111avanje, pa i promjenu strategije i taktike, ako je potrebno. Vrednovanje je proces koji se neprestano revidira.<\/li>\n<li>Ne mo\u017ee svako vrednovanje pokazati ishod\/u\u010dinak, pogotovo kada se vrednovanje radi relativno kratko nakon komuniciranja. On se \u010desto manifestira i po nekoliko godina nakon komunikacije. Osim toga, javna komunikacija mo\u017ee za svoje ciljeve imati podizanje svijesti o ne\u010demu (to je inicijalna reakcija ili kratkoro\u010dni u\u010dinak) ili izgradnju povjerenja (kao srednjoro\u010dni u\u010dinak). No, op\u0107e je pravilo da bismo iz vrednovanja trebali saznati mnogo vi\u0161e od toga kakav je bio output i inicijalna reakcija publike. Vrednovanje nam u najmanju ruku treba identificirati i prikazati u\u010dinke te, kada je to mogu\u0107e, ishod.<\/li>\n<li>Jedna od va\u017enih karakteristika ove taksonomske klasifikacije je da ishod uklju\u010duje organizacijske, dioni\u010dke i dru\u0161tvene ishode\/u\u010dinke. To je u skladu sa teorijom programskog vrednovanja i programskim logi\u010dkim modelima (npr. Kellogg Foundation, 1998.\/2004.; Taylor-Power &amp; Henert, 2008.; Wholey, 1979.; Wholey, Hatry, &amp; Newcomer, 2010.) te sa teorijom izvrsnosti u odnosima sa javno\u0161\u0107u, prema kojoj vrednovanje treba raditi na (1) programskom nivou, (2) funkcionalnom nivou (npr. organizacijska jedinica, odjel), (3) organizacijskom nivou i 4) dru\u0161tvenom nivou (L. Grunig, J. Grunig &amp; Dozier, 2002., str. 91\u201392).<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>Razvio profesor Jim Macnamara za AMEC.<\/strong><\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='taxonomy-table'  class='avia-section av-av_section-3fbfd01de096a8d7639870b402802ad3 main_color avia-section-default avia-no-shadow  avia-builder-el-12  el_after_av_one_full  el_before_av_one_full  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-336'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-13  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -57px;\"><a href=\"#top\">Back to top<\/a><\/p>\n<\/div><\/section><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-336'><div class='entry-content-wrapper clearfix'><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-15  el_after_av_section  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><div class='avia-data-table-wrap av-av_table-6f0680863dba18481f7ee32ffb67d954 avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-16  avia-builder-el-no-sibling  taxonomy-table'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class='avia-heading-row'><th class=''><b>FAZE<\/b> MAKRONIVO<\/th><th class=''>INPUTI<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVNOSTI<\/th><th class=''>OUTPUTI<\/th><th class=''>INICIJALNE REAKCIJE<sup>3<\/sup><\/th><th class=''>U\u010cINCI<sup>4<\/sup><\/th><th class=''>ISHOD<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Kratka definicija<\/td><td class=''>Ono \u0161to vam je potrebno u pripremi komunikacije<\/td><td class=''>Ono \u0161to poduzimate planiraju\u0107i i realiziraju\u0107i komunikaciju za svoje poruke<\/td><td class=''>Sve ono \u010demu izla\u017eete ciljanu publiku (npr. informacije i materijali)<\/td><td class=''>Ono \u0161to publika radi sa va\u0161om porukom i kako je shvata<\/td><td class=''>U\u010dinci koje va\u0161a poruka ostavlja na publike<\/td><td class=''>Rezultati do kojih je djelomi\u010dno ili potpuno do\u0161lo zbog poruke koju ste vi komunicirali<\/td><\/tr><tr class=''><td class=''><b>KLJU\u010cNI KORACI<\/b><br \/>\nSREDNJI NIVO<\/td><td class=''><b>\u2022 Krajnji ciljevi<br \/>\n\u2022 Bud\u017eet<br \/>\n\u2022 Resursi <\/b> (npr. ljudi, agencije, oprema, partnerstva)<\/td><td class=''><b>\u2022 Formativno istra\u017eivanje<br \/>\n\u2022 Planiranje<sup>7<\/sup><br \/>\n\u2022 Produkcija<\/b> (npr. kreativni dio \u2013 dizajn, pisanje, zatim ulaganje u oglasni prostor, odnosi s medijima, itd.)<\/td><td class=''><b>\u2022 Distribucija<br \/>\n\u2022 Izlaganje<br \/>\n\u2022 Primanje<sup>8<\/sup><br \/>\n<\/b><\/td><td class=''><b>\u2022 Pa\u017enja<br \/>\n\u2022 Svjesnost<br \/>\n\u2022 Razumijevanje<br \/>\n\u2022 Zainteresiranost\/ svi\u0111anje<br \/>\n\u2022 Anga\u017eiranost<br \/>\n\u2022 U\u010destvovanje<br \/>\n\u2022 Naknadno razmatranje<br \/>\n<\/td><td class=''><b>\u2022 U\u010denje\/znanje<sup>9<\/sup><br \/>\n\u2022 Promjena stava<br \/>\n\u2022 Zadovoljstvo<br \/>\n\u2022 Povjerenje<br \/>\n\u2022 Preferencije<br \/>\n\u2022 Namjere<br \/>\n\u2022 Javno zagovaranje<\/b><\/td><td class=''><b>\u2022 Reputacija<br \/>\n\u2022 Odnosi<br \/>\n\u2022 Uskla\u0111ivanje sa standardima<br \/>\n\u2022 Organizacijske promjene<br \/>\n\u2022 Javne\/dru\u0161tvene promjene<br \/>\n<\/b><\/td><\/tr><tr class=''><td class=''><b>PRIMJERI METRIKE I REFERENTNIH TA\u010cAKA<\/b><\/b><\/p>\n<p>MIKRONIVO<\/td><td class=''>\u2022 Ciljevi koji su specifi\u010dni, mjerljivi, dosti\u017eni, bitni, vremenski definirani (eng. SMART)<br \/>\n\u2022 Klju\u010dni pokazatelji uspje\u0161nosti<br \/>\n<\/td><td class=''>\u2022 Utvr\u0111ivanje polaznih\/referentnih ta\u010daka (npr. trenutna percepcija i shvatanje ne\u010dega)<br \/>\n\u2022 Potrebe i preferencije publike itd.<br \/>\n\u2022 Strate\u0161ki plan<br \/>\n\u2022 Plan vrednovanja<br \/>\n\u2022 Podaci preliminarnih ispitivanja (npr. kreativni koncepti)<br \/>\n\u2022 Proizvedeni sadr\u017eaj (npr. objave za medije, internet stranice)<br \/>\n\u2022 Odnosi sa medijima<br \/>\n<\/td><td class=''>\u2022 Koli\u010dina publiciteta<br \/>\n\u2022 Medijski doseg<br \/>\n\u2022 Dojmovi\/OTS<br \/>\n\u2022 Udio u online ogla\u0161avanju (SOV)<br \/>\n\u2022 Ton\/orijentacija<br \/>\n\u2022 Postovi, tvitovi, itd.<br \/>\n\u2022 Gledanost me\u0111u ciljanom publikom (TARP)<br \/>\n\u2022 Koli\u010dina e-ogla\u0161avanja<br \/>\n\u2022 Tro\u0161ak (CPM \u2013 na hiljadu ljudi)<br \/>\n\u2022 Privu\u010deni klikovi<br \/>\n\u2022 Posje\u0107enost doga\u0111aja<br \/>\n<\/td><td class=''>\u2022 Jedinstvene posjete<br \/>\n\u2022 Pregledi<br \/>\n\u2022 Reakcije (&#8220;lajkovi&#8221;, &#8220;tagovi&#8221;, &#8220;\u0161eranje&#8221;, itd. )<br \/>\n\u2022 Naknadne posjete\/pregledi<br \/>\n\u2022 Pozitivni komentari<br \/>\n\u2022 Pozitivni odgovori u anketama i sl.<br \/>\n\u2022 Pretplatnici (npr. RSS, bilteni \u2013 newsletteri)<br \/>\n<\/td><td class=''>\u2022 Prihvatanje poruke<br \/>\n\u2022 Nivoi povjerenja<br \/>\n\u2022 Izjave otvorene podr\u0161ke ili namjere<br \/>\n\u2022 Leadovi (ozbiljni upiti potencijalnih kupaca)<br \/>\n\u2022 Registracije (npr. na listu davatelja organa)<br \/>\n\u2022 Preferencija brenda<br \/>\n\u2022 Testiranja usluga\/proizvoda<br \/>\n\u2022 U\u010dlanjenja<br \/>\n\u2022 Potvrde zadovoljstva (npr. osoblja)<br \/>\n<\/td><td class=''>\u2022 Podr\u0161ka publike\/a<br \/>\n\u2022 Ispunjavanje zadanih ciljeva (npr. broj donacija krvi, snimanja radi ranog otkrivanja raka itd.)<br \/>\n\u2022 Pove\u0107anje prodaje<br \/>\n\u2022 Pove\u0107anje donacija<br \/>\n\u2022 U\u0161tede<br \/>\n\u2022 Ve\u0107a lojalnost radnika<br \/>\nVe\u0107a lojalnost<br \/>\n\u2022 kupaca<br \/>\n\u2022 Bolja kvaliteta \u017eivota\/ve\u0107a dobrobit<br \/>\n<\/td><\/tr><tr class=''><td class=''><b>METODE <\/b><br \/>\nVREDNOVANJA<\/td><td class=''>\u2022 Interna analiza<br \/>\n\u2022 Pra\u0107enje vanjskih okolnosti<br \/>\n\u2022 Procjena izvodljivosti<br \/>\n\u2022 Procjena rizika<br \/>\n<\/td><td class=''>\u2022Analiza metapodataka (npr. prethodna istra\u017eivanja i mjerenja)<br \/>\n\u2022Istra\u017eivanja tr\u017ei\u0161ta\/publike (npr. ankete, fokusne grupe, intervjui)<br \/>\n\u2022Konsultacije sa stakeholderima<br \/>\n\u2022Studije slu\u010daja (npr. primjeri dobre prakse)<br \/>\n\u2022Neka od analiza (SWOT, PEST(LE))<br \/>\n\u2022Preliminarne panel-rasprave<br \/>\n\u2022Ocjene kolega\/stru\u010dnjaka<br \/>\n<\/td><td class=''>\u2022 Medijska mjerenja (npr. podaci o publici, dojmovi, CPM)<br \/>\n\u2022 Pra\u0107enje medija<br \/>\n\u2022 Analiza medijskog sadr\u017eaja (kvantitativno)<br \/>\n\u2022 Analiza medijskoga sadr\u017eaja (kvalitativno)<br \/>\n\u2022 Analiza dru\u0161tvenih medija (kvant. i kvalit.)<br \/>\n\u2022 Izvje\u0161taji o aktivnostima (doga\u0111aji, sponzorstva)<br \/>\n<\/td><td class=''>\u2022 Statistika sa weba (npr. pogledi, u\u010ditavanja)<br \/>\n\u2022 Analiza dru\u0161tvenih medija<br \/>\n\u2022 Pra\u0107enje povratne informacije (npr. komentari, pisma)<br \/>\n\u2022 Opis zajednice posmatranjem (etnografija)<sup>10<\/sup><br \/>\n\u2022 Virtualna etnografija (netnografija<sup>11<\/sup>)<br \/>\n\u2022 Anketiranje publike (svijest, razumijevanje, zanimanje, mi\u0161ljenje)<br \/>\n\u2022 Fokusne grupe (kao iznad)<br \/>\n\u2022 Intervjui (kao iznad)<br \/>\n<\/td><td class=''>\u2022 Analiza dru\u0161tvenih medija (kvalitativna)<br \/>\n\u2022 Statistika iz baze podataka (npr. pra\u0107enje upita radi identificiranja izvora)<br \/>\n\u2022 Opis zajednice posmatranjem (etnografija)<br \/>\n\u2022 Virtualna etnografija (netnografija)<br \/>\n\u2022 Ispitivanja javnog mnijenja<br \/>\n\u2022 Anketiranje stakeholdera<br \/>\n\u2022 Fokusne grupe (kao iznad)<br \/>\n\u2022 Intervjui (kao iznad)<br \/>\n\u2022 Zadovoljstvo kupaca (NPS)<sup>12<\/sup><br \/>\n<\/td><td class=''>\u2022 Podaci iz baza podataka (npr. broj donacija krvi, zdravstveni u\u010dinci, podaci o \u010dlanstvu itd.)<br \/>\n\u2022 Pra\u0107enje prodaje<br \/>\n\u2022 Pra\u0107enje donacija<br \/>\n\u2022 Podaci iz CRM-a<br \/>\n\u2022 Podaci iz anketiranja osoblja<br \/>\n\u2022 Reputacijske studije<br \/>\n\u2022 Analize isplativosti (odnos tro\u0161ka i koristi)<br \/>\n\u2022 Povrat na investiciju (ROI) \u2013 ako postoje finansijski ciljevi<br \/>\n\u2022 Ekonometrija<sup>13<\/sup><br \/>\n\u2022 Mjerenje kvalitete \u017eivota i dobrobiti<br \/>\n<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'FAZE MAKRONIVO'; } .avia-table-1 td:nth-of-type(2):before { content: 'INPUTI2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVNOSTI'; } .avia-table-1 td:nth-of-type(4):before { content: 'OUTPUTI'; } .avia-table-1 td:nth-of-type(5):before { content: 'INICIJALNE REAKCIJE3'; } .avia-table-1 td:nth-of-type(6):before { content: 'U\u010cINCI4'; } .avia-table-1 td:nth-of-type(7):before { content: 'ISHOD5'; } <\/style><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0\">\n.flex_column.av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0 av_one_full  avia-builder-el-17  el_after_av_one_full  el_before_av_one_full  supporting-footnotes-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>PRATE\u0106E NAPOMENE ZA TAKSONOMIJU VREDNOVANJA:<\/strong><\/p>\n<ol id=\"u7065-36\" class=\"list0 nls-None\">\n<li>Povjerenje se smatra ishodom srednjeg nivoa, jer se tra\u017ei radi postizanja dugoro\u010dnijeg u\u010dinka, poput dolaska na vlast, odr\u017eavanja poslovanja sa klijentom i sl. Povjerenje samo po sebi nije krajnji cilj.<\/li>\n<li>Neki programski logi\u010dki modeli odnose se na ovu prvu fazu kao Inputi\/Resursi.<\/li>\n<li>Napredne inicijalne reakcije preklapaju se ili mogu biti iste kao kratkoro\u010dni u\u010dinci. Zbog toga naj\u010de\u0161\u0107e kori\u0161teni programski logi\u010dki modeli ne uzimaju inicijalne reakcije kao fazu. Inicijalne reakcije i u\u010dinci mogu biti kognitivni i\/ili afektivni (emotivni) i\/ili konativni (bihejvioralni).<\/li>\n<li>Dugoro\u010dni u\u010dinci preklapaju se i ponekad se smatraju identi\u010dnima ishodu.<\/li>\n<li>Ishod se \u010desto vrednuje samo u odnosu na organizaciju. No, kako je nazna\u010deno u uvodu, ishod u odnosu na stakeholdere, publike i cjelokupno dru\u0161tvo tako\u0111er treba uzeti u obzir. To je klju\u010dno kod vlada, nevladinih organizacija, neprofitnih organizacija koje su usredoto\u010dene na slu\u017eenje javnome interesu. Tako\u0111er, ishod u odnosu na stakeholdere i dru\u0161tvo utje\u010de i na poslovnu okolinu (tj. ovo vrednovanje dio je analiza vanjskih faktora, publike i tr\u017ei\u0161ta koje \u0107e doprinijeti budu\u0107em planiranju).<\/li>\n<li>Uzro\u010dno-posljedi\u010dnu vezu \u010desto je te\u0161ko utvrditi, pogotovo kada na ishod (rezultat) djeluju vi\u0161estruki faktori, kao \u0161to je \u010desto slu\u010daj. Moraju se primijeniti tri glavna pravila kauzalnosti: a) navodni uzrok mora prethoditi navodnom u\u010dinku\/ishodu; b) mora postojati jasna veza izme\u0111u navodnog uzroka i navodne posljedice (npr. dokaz da je publika zaista &#8220;konzumirala&#8221; informaciju koja je do\u0161la od vas) i c) ostali mogu\u0107i uzroci moraju se isklju\u010diti sa \u0161to ve\u0107im postotkom sigurnosti.<\/li>\n<li>Neki u inpute uklju\u010duju i planiranje. No, u tom slu\u010daju formativno istra\u017eivanje (koje bi trebalo prethoditi planiranju) tako\u0111er treba biti uklju\u010deno u inpute. Ipak, ve\u0107ina modela programskog vrednovanja prepoznaje formativna istra\u017eivanja i planiranje kao klju\u010dne aktivnosti koje treba poduzeti u sklopu komunikacijskog programa. Inputi op\u0107enito spadaju u fazu prije kampanje.<\/li>\n<li>Primanje se odnosi na one informacije ili poruke koje ciljane publike primaju i tu postoji mala razlika u odnosu na ono \u010demu je publika izlo\u017eena. Na primjer, publika mo\u017ee biti izlo\u017eena nekoj pri\u010di koju obra\u0111uju mediji koje ta publika koristi, ali ako oni preska\u010du tu pri\u010du, ne\u0107e biti informirani o njoj. Sli\u010dno tome, publika mo\u017ee posjetiti neki doga\u0111aj poput sajma i biti izlo\u017eena sadr\u017eaju koji je tamo izlo\u017een, ali svejedno ne primiti odre\u0111enu informaciju ili poruku (zato \u0161to ne obra\u0107a pa\u017enju ili je to ne zanima, na primjer).<\/li>\n<li>U\u010denje (tj. usvajanje znanja) nije nu\u017eno u svim slu\u010dajevima. Me\u0111utim, u nekim kampanjama javne komunikacije i javnih projekata jeste. Na primjer, zdravstvene kampanje koje promoviraju prehranu bogatu kalcijem i uzimanje dodataka za prevenciju osteoporoze kod \u017eena zaklju\u010dile su da \u017eene, prije svega, treba educirati o osteoporozi (\u0161ta je to, \u0161ta je uzrokuje, itd.). Sli\u010dno tome, borba protiv pretilosti zahtijeva edukaciju o prehrani. Dok se razumijevanje odnosi na shvatanje poruka koje se komuniciraju, u\u010denje se odnosi na usvajanje dubljeg ili \u0161ireg znanja koje je potrebno za postizanje krajnjih ciljeva.<\/li>\n<li>Etnografija je istra\u017eiva\u010dka disciplina koja se temelji na intenzivnom neposrednom posmatranju kroz du\u017ee vrijeme, \u010desto nadopunjena intervjuom i ostalim istra\u017eiva\u010dkim metodama.<\/li>\n<li>Netnografija je virtualna etnografija u kojoj se intenzivno prate internetski korisnici radi identificiranja njihovog obrasca pona\u0161anja, njihovih stavova i dr., putem njihovih komentara, stranica koje otvaraju i ostalih sredstava digitalnog mjerenja.<\/li>\n<li>Ocjena NPS (eng. net promoter score) je rangiranje na skali od 1 do 10 na temelju samo jednog pitanja: &#8220;Kolika je vjerovatno\u0107a da biste ovaj proizvod (brend, itd.) preporu\u010dili prijatelju ili kolegi? Ocjena od 6 i ni\u017ea tuma\u010di se kao nezadovoljstvo, ocjena 7 ili 8 kao ravnodu\u0161no zadovoljstvo, dok se ocjena 9 i 10 tuma\u010di kao jaka podr\u0161ka, zagovaranje vjernih korisnika. (vidi <a href=\"https:\/\/www.netpromoter.com\/know\">https:\/\/www.netpromoter.com\/know<\/a>)<\/li>\n<li>Ekonometrika je primjena matematike i statisti\u010dkih metoda za testiranje hipoteza i identificiranje ekonomskih odnosa izme\u0111u faktora temeljenih na empirijskim podacima. (vidi <a href=\"http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html\">http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html<\/a>)<\/li>\n<\/ol>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-ce7704e8c9803d552aabd216f86414ca\">\n.flex_column.av-av_one_full-ce7704e8c9803d552aabd216f86414ca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-ce7704e8c9803d552aabd216f86414ca av_one_full  avia-builder-el-19  el_after_av_one_full  el_before_av_one_full  abbreviations-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-7b28236849ea9d61f0d419b81fd4954a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock abbreviations'  itemprop=\"text\" ><p><strong>ABBREVIATIONS<\/strong><br \/>\nCPM\u00a0 Cost per thousand (mille = Latin for thousand)<br \/>\nCRM Customer relationship management (data commonly held in CRM databases)<br \/>\nKPI\u00a0 Key Performance Indicator (see <a class=\"nonblock\" href=\"http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx\">http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx<br \/>\n<\/a>OTS\u00a0 Opportunities to see (usually calculated the same as \u2018impressions\u2019)<br \/>\nPEST\u00a0 An evaluation framework that examines \u2018political\u2019, \u2018economic\u2019, \u2018social\u2019 and \u2018technological\u2019 factors<br \/>\nPESTLE\u00a0 An evaluation framework that examines \u2018political\u2019, \u2018economic\u2019, \u2018social\u2019, \u2018technological\u2019, \u2018legal\u2019 and \u2018environmental\u2019 factors (also used as PESTEL, with \u2018environmental arranged before \u2018legal) (see http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis)<br \/>\nROI Return on investment<br \/>\nSMART Refers to objectives that are \u2018specific\u2019, \u2018measureable\u2019, \u2018achievable\u2019, \u2018relevant\u2019 (e.g., linked to organizational objectives), and \u2018time-bound\u2019 (i.e., within a specified period)<br \/>\nSWOT\u00a0 A strategic planning method that examines \u2018strengths\u2019, \u2018weakness\u2019, \u2018opportunities\u2019, \u2018threats\u2019<br \/>\nTARPs\u00a0 Target audience ratings points based on the ratings system used in advertising (see <a class=\"nonblock\" href=\"http:\/\/www.multimediabuying.com.au\/faq\" target=\"_blank\">http:\/\/www.multimediabuying.com.au\/faq<\/a>)<br \/>\nUWEX\u00a0 University of Wisconsin Extension program (see Taylor-Power &amp; Henert, 2008)<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1\">\n.flex_column.av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1 av_one_full  avia-builder-el-21  el_after_av_one_full  avia-builder-el-last  references-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-787aaea060e08877c1e025c4d1d99375 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock references'  itemprop=\"text\" ><p><strong>REFERENCES &amp; FURTHER INFORMATION<\/strong><br \/>\nBroom, G. (2009). Cutlip &amp; Center\u2019s effective public relations (10th ed.). Upper Saddle River, NJ: Pearson.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1985). Effective public relations (6th ed.). Englewood Cliffs, NJ: Prentice Hall.<br \/>\nCutlip, S., Center, A., &amp; Broom, G. (1994). Effective public relations (7th ed). Upper Saddle River, NJ: Prentice Hall.<br \/>\nGrunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Tkalac Ver\u0109i\u0109, &amp; D. Ver\u0109i\u0109 (Eds.), Public relations metrics: research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<br \/>\nGrunig, L., Grunig J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<br \/>\nStacks, D., &amp; Bowen, S. (Eds.). (2013). Dictionary of public relations measurement and research. Gainesville FL: Institute for Public Relations. Available at<a class=\"nonblock\" href=\"http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research\" target=\"_blank\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/a><br \/>\nTaylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from<a class=\"nonblock\" href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\" target=\"_blank\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><br \/>\nWholey, J. (1979). Evaluation: Promise and performance. Washington, DC: Urban Institute Press.<br \/>\nWholey J., Hatry, H., &amp; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":334,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-336","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taksonomija - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"bs_BA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taksonomija - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/bs\/home\/supporting-material\/taxonomy\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"article:modified_time\" content=\"2016-08-31T12:06:16+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"18 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/bs\/home\/supporting-material\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/bs\/home\/supporting-material\/taxonomy\/\",\"name\":\"Taksonomija - 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