{"id":2122,"date":"2017-09-04T10:13:55","date_gmt":"2017-09-04T09:13:55","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/sk\/?page_id=2122"},"modified":"2017-09-04T13:17:17","modified_gmt":"2017-09-04T12:17:17","slug":"taxonomy","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/home\/supporting-material\/taxonomy\/","title":{"rendered":"Taxonomy"},"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-2122'><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;\">TAXON\u00d3MIA VYHODNOCOVANIA<br \/>\nPOD\u013dA \u0160TANDARDOV<\/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-2122'><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\">Presko\u010di\u0165 priamo k taxon\u00f3mi<\/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>\u010cO JE TAXON\u00d3MIA A NA \u010cO SA VYU\u017d\u00cdVA?<\/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>Existuje \u0161irok\u00e1 \u0161k\u00e1la modelov vyhodnocovania PR a komunik\u00e1cie. Tie vyu\u017e\u00edvaj\u00fa cel\u00fd rad term\u00ednov, napr. inputs (vstupy), outputs (v\u00fdstupy), outtakes (\u010do si publikum z\u00a0komunikovan\u00e9ho obsahu vezme), outflows (v\u00fdsledn\u00fd ekonomick\u00fd dopad) a\u00a0outgrowths (ak\u00e9si \u201ev\u00fdhonky\u201c, ktor\u00e9 PR komunik\u00e1cia \u201ezaseje\u201c v\u00a0povedom\u00ed publika), effects (\u00fa\u010dinky), results (v\u00fdsledky) \u010di impact (dopad). A\u00a0pre ka\u017ed\u00fa f\u00e1zu sa navrhuje e\u0161te \u0161ir\u0161ia \u0161k\u00e1la metr\u00edk a\u00a0met\u00f3d vyhodnocovania. Terminol\u00f3gia je pre mnoh\u00fdch \u013eud\u00ed m\u00e4t\u00faca a\u00a0v\u00a0praxi ju \u010dasto pou\u017e\u00edvaj\u00fa nespr\u00e1vne.<\/p>\n<p>Na tejto str\u00e1nke n\u00e1jdete taxon\u00f3miu vyhodnocovania, ktor\u00e1 je upraven\u00e1 pre potreby strategickej komunik\u00e1cie s\u00a0verejnos\u0165ou. Pod pojmom taxon\u00f3mia sa rozumie mapovanie oblast\u00ed s cie\u013eom zatriedenia konceptov a term\u00ednov do kateg\u00f3ri\u00ed \u2013 zjednodu\u0161ene povedan\u00e9, uk\u00e1za\u0165, kam veci patria a\u00a0ako s\u00fa medzi sebou navz\u00e1jom prepojen\u00e9. Taxon\u00f3mia rozli\u0161uje:<\/p>\n<ol>\n<li>Hlavn\u00e9 f\u00e1zy komunik\u00e1cie (napr. inputs (vstupy), outputs (v\u00fdstupy) at\u010f.).<\/li>\n<li>Z\u00e1kladn\u00e9 kroky, ktor\u00e9 prebiehaj\u00fa v\u00a0ka\u017edej f\u00e1ze komunik\u00e1cie (napr. roz\u0161\u00edrenie inform\u00e1ci\u00ed, pr\u00edjem zo strany publika at\u010f.).<\/li>\n<li>Pr\u00edklady metr\u00edk a predelov, ktor\u00e9 je mo\u017en\u00e9 v\u00a0r\u00e1mci vyhodnocovania v\u00a0ka\u017edej f\u00e1ze vytvori\u0165 alebo n\u00e1js\u0165.<\/li>\n<li>Najbe\u017enej\u0161ie vyu\u017e\u00edvan\u00e9 met\u00f3dy vytv\u00e1rania t\u00fdchto metr\u00edk a predelov.<\/li>\n<\/ol>\n<p>Taxon\u00f3mia nie je to ist\u00e9, \u010do model. Taxon\u00f3mia sa sna\u017e\u00ed vymenova\u0165 V\u0160ETKY hlavn\u00e9 koncepty, term\u00edny, metriky, met\u00f3dy at\u010f. v\u00a0danej oblasti. Naproti tomu je model zn\u00e1zornen\u00edm konkr\u00e9tneho programu alebo aktivity, ktor\u00e1 m\u00e1 by\u0165 prenesen\u00e1 do praxe. Modely by mali vych\u00e1dza\u0165 z\u00a0konceptov a met\u00f3d, ktor\u00e9 s\u00fa v\u00a0danom odbore pova\u017eovan\u00e9 za legit\u00edmne a\u00a0n\u00e1sledne by mali by\u0165 spr\u00e1vne aplikovan\u00e9 v praxi.<\/p>\n<p>Taxon\u00f3mia je d\u00f4le\u017eit\u00e1 tie\u017e preto, \u017ee zara\u010fuje koncepty, metriky, met\u00f3dy at\u010f. tam, kam skuto\u010dne patria, tzn. \u017ee nem\u00e1te metriky v\u00fdstupov\u00e9 (outputs) spojen\u00e9 s\u00a0 v\u00fdsledkov\u00fdmi (outcomes). Cutlip, Center a\u00a0Broom, autori zn\u00e1meho textu Effective Public Relations vo vydaniach od roku 1985 do konca prvej dek\u00e1dy 21. storo\u010dia opakovane poukazovali na to, \u017ee \u201epri vyhodnocovan\u00ed programov je be\u017enou chybou nahr\u00e1dzanie meran\u00ed patriacich do jednej roviny meraniami v\u00a0inej rovine\u201c (1985, str. 295; 1994, str. 44; Broom, 2009, str. 358). S\u00e1m emeritn\u00fd profesor PR Jim Grunig hovor\u00ed, \u017ee ve\u013ea \u013eud\u00ed pou\u017e\u00edva v\u00a0praxi \u201emetriku z\u00edskan\u00fa na jednej \u00farovni anal\u00fdzy k\u00a0preuk\u00e1zaniu v\u00fdsledkov (outcomes) na vy\u0161\u0161ej \u00farovni\u201c (2008, str. 89). Oblas\u0165 PR a strategickej komunik\u00e1cie v\u00a0tom nie je sama. \u0160iroko vyu\u017e\u00edvan\u00fd sprievodca od University of Wisconsin (UWEX) k\u00a0programov\u00fdm modelom ur\u010den\u00fdm k\u00a0vyhodnocovaniu napr\u00edklad hovor\u00ed, \u017ee \u201e\u013eudia maj\u00fa \u010dasto probl\u00e9m rozli\u0161ova\u0165 medzi outputs (v\u00fdstupmi) a\u00a0outcomes (v\u00fdsledkami)\u201c (Taylor-Power &amp; Henert, 2008, str. 19).<\/p>\n<p>\u017diadna taxon\u00f3mia nie je nikdy \u00faplne kompletn\u00e1, ale t\u00e1to \u010derp\u00e1 zo \u0161irokej \u0161k\u00e1ly v\u00fdskumn\u00fdch \u0161t\u00fadi\u00ed so z\u00e1merom by\u0165 \u010do naj\u00faplnej\u0161ia (vi\u010f. <a href=\"http:\/\/www.amecorg.com\/amecframework\/introduction.html\">\u00davod do Integrovan\u00e9ho r\u00e1mce pre vyhodnocovanie pod\u013ea asoci\u00e1cie AMEC<\/a>, kde je podrobnej\u0161ie rozp\u00edsan\u00fd p\u00f4vod a z\u00e1klad tejto taxon\u00f3mie aj samotn\u00e9ho hodnotiaceho r\u00e1mca).<\/p>\n<p>POZN\u00c1MKY K\u00a0POU\u017d\u00cdVANIU TAXON\u00d3MIE<\/p>\n<ul>\n<li>Hlavn\u00e9 kroky, metriky, predely a met\u00f3dy nie s\u00fa vy\u010derp\u00e1vaj\u00face a nie v\u0161etky s\u00fa potrebn\u00e9 pre ka\u017ed\u00fd program. Hovoria o be\u017en\u00fdch a typick\u00fdch pr\u00edstupoch ku kontaktom s\u00a0verejnos\u0165ou, ako je reklama, PR, marketingov\u00e1 komunik\u00e1cia at\u010f. \u013dudia by mali met\u00f3dy a metriky v\u00a0praxi zamie\u0148a\u0165, najlep\u0161ie je si vybra\u0165 aspo\u0148 jednu pre ka\u017ed\u00fa f\u00e1zu procesu.<\/li>\n<li>Usporiadanie vstupov (inputs), aktiv\u00edt, v\u00fdstupov (outputs) at\u010f. nie je mo\u017en\u00e9 ch\u00e1pa\u0165 ako prost\u00fd line\u00e1rny proces. Je potrebn\u00e9 aplikova\u0165 sp\u00e4tn\u00fa v\u00e4zbu z\u00a0ka\u017edej f\u00e1zy a pod\u013ea nej upravi\u0165, vyladi\u0165 alebo \u00faplne zmeni\u0165 taktiku. Vyhodnocovanie je interakt\u00edvny proces.<\/li>\n<li>Nie ka\u017ed\u00e9 vyhodnotenie dok\u00e1\u017ee uk\u00e1za\u0165 dopad (impact), najm\u00e4 ak ho realizujeme v\u00a0relat\u00edvne kr\u00e1tkej dobe po skon\u010den\u00ed kampane. K\u00a0dopadu toti\u017e \u010dasto doch\u00e1dza po nieko\u013ek\u00fdch rokoch. Navy\u0161e, cie\u013eom komunik\u00e1cie s\u00a0verejnos\u0165ou je niekedy tie\u017e vytvorenie ur\u010dit\u00e9ho povedomia (\u010do je outtakes \u2013 \u010do si verejnos\u0165 z\u00a0komunikovan\u00e9ho obsahu vezme \u2013 napr. kr\u00e1tkodob\u00fd outcome \u2013 v\u00fdsledok) \u010di budovanie d\u00f4very (\u010do je v\u00fdsledok, ktor\u00fd je iba medzi\u010dl\u00e1nkom) [xii]. V\u0161eobecne v\u0161ak plat\u00ed, \u017ee vyhodnotenie by malo poveda\u0165 omnoho viac, ako iba poskytn\u00fa\u0165 preh\u013ead o outputs a outtakes.<\/li>\n<li>D\u00f4le\u017eit\u00fdm rysom tejto taxon\u00f3mie je, \u017ee zah\u0155\u0148a impact (dopad\/v\u00fdsledky), ktor\u00e9 komunik\u00e1cia m\u00e1 tak pre spolo\u010dnos\u0165, ako aj pre ostatn\u00e9 zainteresovan\u00e9 osoby. To je v\u00a0s\u00falade s\u00a0te\u00f3riou vyhodnocovania programov, programov\u00fdch modelov (napr. Kellogg Foundation, 1998\/2004; Taylor-Power &amp; Henert, 2008; Wholey, 1979; Wholey, Hatry, &amp; Newcomer, 2010) aj s\u00a0te\u00f3riou excelencie v\u00a0PR, ktor\u00e1 poukazuje na to, \u017ee vyhodnocovanie sa mus\u00ed vykon\u00e1va\u0165 (1) na \u00farovni programu, (2) na \u00farovni funkcie (napr. oddelenia \u010di \u00fatvaru), (3) na \u00farovni organiz\u00e1cie a (4) na spolo\u010denskej \u00farovni (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><b><span lang=\"EN-AU\">Pre AMEC vytvoril profesor Jim Macnamara.<\/span><\/b><\/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-2122'><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\">Sp\u00e4\u0165 na za\u010diatok<\/a><\/p>\n<\/div><\/section><\/div><\/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-2122'><div class='entry-content-wrapper clearfix'>\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>F\u00c1ZA<\/b> \u2013 MAKRO \u00daROVE\u0147<\/th><th class=''>VSTUP<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVITY<\/th><th class=''>OUTPUTS<\/th><th class=''>OUTTAKES<sup>3<\/sup><\/th><th class=''>OUTCOMES<sup>4<\/sup><\/th><th class=''>DOPAD<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Kr\u00e1tka defin\u00edcia<br \/>\n<\/td><td class=''>Pr\u00edprava komunika\u010dnej strat\u00e9gie<br \/>\n<\/td><td class=''>Pl\u00e1novanie a spustenie komunika\u010dnej kampane<br \/>\n<\/td><td class=''>\u010co a ako sa z v\u00e1\u0161ho komunikovan\u00e9ho obsahu dostane k cie\u013eov\u00e9mu publiku<\/td><td class=''>\u010co si cie\u013eov\u00e1 skupina z v\u00e1\u0161ho obsahu odnesie <\/td><td class=''>\u00da\u010dinok, ak\u00fd m\u00e1 va\u0161a komunik\u00e1cia na cie\u013eov\u00fa skupinu<\/td><td class=''>V\u00fdsledky (results) priamo dosiahnut\u00e9 alebo \u010diasto\u010dne ovplyvnen\u00e9 va\u0161ou kampa\u0148ou<\/td><\/tr><tr class=''><td class=''><b>HLAVN\u00c9 KROKY<\/b><br \/>\nSTREDN\u00c1 \u00daROVE\u0147<br \/>\n<\/td><td class=''><b>\u2022 Ciele<br \/>\n\u2022 Rozpo\u010det<br \/>\n\u2022 Zdroje <\/b>(napr. person\u00e1l, zariadenie a vybavenie, extern\u00e1 agent\u00fara, partneri)<br \/>\n<\/td><td class=''><b>\u2022 Format\u00edvny v\u00fdskum<br \/>\n\u2022 Pl\u00e1novanie<sup>7<\/sup><br \/>\n\u2022 Produkcia<\/b> (napr. vo\u013eba dizajnu, pr\u00edprava textov, n\u00e1kup zdrojov, nadv\u00e4zovanie vz\u0165ahov s vydavate\u013estvami at\u010f.)<br \/>\n<\/td><td class=''><b>\u2022 \u0160\u00edrenie<br \/>\n\u2022 Predlo\u017eenie<br \/>\n\u2022 Prijatie<sup>8<\/sup><\/b><\/td><td class=''>\u2022 Pozornos\u0165<br \/>\n\u2022 Povedomie<br \/>\n\u2022 Pochopenie<br \/>\n\u2022 Z\u00e1ujem \/ zap\u00e1\u010denie sa<br \/>\n\u2022 Zaujatie<br \/>\n\u2022 Particip\u00e1cia<br \/>\n\u2022 Zv\u00e1\u017eenie<\/td><td class=''><b>\u2022 U\u010denie \/ vedomosti<sup>9<\/sup><br \/>\n\u2022 Zmena postoja<br \/>\n\u2022 Uspokojenie<br \/>\n\u2022 D\u00f4vera<br \/>\n\u2022 Preferencie<br \/>\n\u2022 Z\u00e1mer<br \/>\n\u2022 Obhajoba<\/b><\/td><td class=''><b>\u2022 Poves\u0165<br \/>\n\u2022 Vz\u0165ahy<br \/>\n\u2022 Akcie<br \/>\n\u2022 Organiza\u010dn\u00e1 zmena<br \/>\n\u2022 Spolo\u010densk\u00e1 zmena<\/b><\/td><\/tr><tr class=''><td class=''><b>PR\u00cdKLADY METR\u00cdK<\/b><br \/>\nMIKRO \u00daROVE\u0147<br \/>\n<\/td><td class=''>\u2022 Ciele pod\u013ea met\u00f3dy SMART<br \/>\n\u2022 \u00dalohy \/ KPIs<br \/>\n<\/td><td class=''>\u2022 V\u00fdchodisk\u00e1 \/ porovn\u00e1vacie krit\u00e9ria<br \/>\n(napr. aktu\u00e1lne povedomie)<br \/>\n\u2022 Potreby, preferencie publika at\u010f.<br \/>\n\u2022 Strategick\u00fd pl\u00e1n<br \/>\n\u2022 Pl\u00e1n vyhodnocovania<br \/>\n\u2022 D\u00e1ta pred testovan\u00edm (napr. kreat\u00edvne koncepty)<br \/>\n\u2022 Vyprodukovan\u00fd obsah (napr. spr\u00e1vy z tla\u010den\u00fdch zdrojov, webov\u00fdch str\u00e1nok)<br \/>\n\u2022 Vz\u0165ahy s komunika\u010dn\u00fdmi prostriedkami<\/td><td class=''>\u2022 Objem publicity<br \/>\n\u2022 Z\u00e1sah m\u00e9di\u00ed<br \/>\n\u2022 Impresia\/OTS<br \/>\n\u2022 Share of voice<br \/>\n\u2022 T\u00f3n\/sentiment\/<br \/>\npriaznivos\u0165<br \/>\n\u2022 Umiestnenie obsahu<br \/>\n\u2022 Pr\u00edspevky, tweety at\u010f.<br \/>\n\u2022 TARPs pri inzercii<br \/>\n\u2022 Objem e-marketingu<br \/>\n\u2022 CPM<br \/>\n\u2022 Prekliky<br \/>\n\u2022 \u00da\u010das\u0165 na akcii<br \/>\n<\/td><td class=''>\u2022 Typick\u00fd n\u00e1v\u0161tevn\u00edk<br \/>\n\u2022 Zobrazenie<br \/>\n\u2022 Reakcie (napr. sledovanie, ozna\u010denie ako likes, tagy, shares, preposlanie tweetu)<br \/>\n\u2022 Opakovan\u00e9 n\u00e1v\u0161tevy\/zobrazenia<br \/>\n\u2022 spomenutie si (bez pomoci, s pomocou)<br \/>\n\u2022 Pozit\u00edvne koment\u00e1re<br \/>\n\u2022 Pozit\u00edvne reakcie v prieskumoch at\u010f.<br \/>\n\u2022 Prihl\u00e1senie k odberu (napr. RSS, newsletter)<br \/>\n\u2022 Ot\u00e1zky<br \/>\n<\/td><td class=''>\u2022 Prijatie obsahu<br \/>\n\u2022 \u00darove\u0148 d\u00f4very<br \/>\n\u2022 V\u00fdroky vyjadruj\u00face podporu \u010di z\u00e1mer<br \/>\n\u2022 Poskytnutie kontaktu<br \/>\n\u2022 Registr\u00e1cia (napr. zoznam darcov org\u00e1nov)<br \/>\n\u2022 Uprednost\u0148ovanie zna\u010dky<br \/>\n\u2022 Testovanie<br \/>\n\u2022 Pripojenie sa<br \/>\n\u2022 Op\u00e4tovn\u00e9 uistenie (napr. spokojnos\u0165 person\u00e1lu)<br \/>\n<\/td><td class=''>\u2022 Verejn\u00e1 podpora<br \/>\n\u2022 Splnenie stanoven\u00fdch \u00faloh (napr. darcovstvo krvi, \u010dlenstvo v skupine pre screening rakoviny at\u010f.)<br \/>\n\u2022 Zv\u00fd\u0161enie tr\u017eieb<br \/>\n\u2022 Viac darov<br \/>\n\u2022 \u00daspory na n\u00e1kladoch<br \/>\n\u2022 Zamestnanci zost\u00e1vaj\u00fa<br \/>\n\u2022 Z\u00e1kazn\u00edci zost\u00e1vaj\u00fa\/s\u00fa vern\u00ed<br \/>\n\u2022 Lep\u0161ia \u017eivotn\u00e1 \u00farove\u0148\/lep\u0161ie \u017eivotn\u00e9 podmienky<\/td><\/tr><tr class=''><td class=''><b>MET\u00d3DY<\/b><br \/>\nVYHODNOCOVANIA<br \/>\n<\/td><td class=''>\u2022 Intern\u00e1 anal\u00fdza<br \/>\n\u2022 Anal\u00fdza prostredia<br \/>\n\u2022 Anal\u00fdza uskuto\u010dnite\u013enosti<br \/>\n\u2022 Anal\u00fdza riz\u00edk<br \/>\n<\/td><td class=''>\u2022 Anal\u00fdza metad\u00e1t (v\u00fdskum a pou\u017eitie vhodn\u00fdch metr\u00edk)<br \/>\n\u2022 Prieskum trhu\/publika (napr. ankety, focus groups, rozhovory)<br \/>\n\u2022 Konzult\u00e1cie so zainteresovan\u00fdmi stranami<br \/>\n\u2022 Pr\u00edpadov\u00e9 \u0161t\u00fadie (napr. osved\u010den\u00e9 postupy)<br \/>\n\u2022 SWOT anal\u00fdza (alebo PEST, PESTLE at\u010f.)<br \/>\n\u2022 Panely pred spusten\u00edm testovania<br \/>\n\u2022 Odborn\u00e9 pos\u00fadenia<br \/>\n<\/td><td class=''>\u2022 Medi\u00e1lne metriky (napr. \u0161tatistiky publika, impresie, CPM)<br \/>\n\u2022 Monitoring m\u00e9di\u00ed<br \/>\n\u2022 Anal\u00fdza obsahu v komunika\u010dn\u00fdch prostriedkoch (kvantitat\u00edvna)<br \/>\n\u2022 Anal\u00fdza obsahu v komunika\u010dn\u00fdch prostriedkoch (kvalitat\u00edvna)<br \/>\n\u2022 Anal\u00fdza soci\u00e1lnych m\u00e9di\u00ed (kvantitat\u00edvna a kvalitat\u00edvna)<br \/>\n\u2022 Preh\u013eady o aktivit\u00e1ch (napr. akci\u00e1ch, sponzoringu)<br \/>\n<\/td><td class=''>\u2022 Webov\u00e9 \u0161tatistiky (napr. po\u010det zobrazen\u00ed, stiahnut\u00ed)<br \/>\n\u2022 Anal\u00fdza soci\u00e1lnych m\u00e9di\u00ed (kvalitat\u00edvna \u2013 napr. koment\u00e1re)<br \/>\n\u2022 Sp\u00e4tn\u00e1 v\u00e4zba (napr. koment\u00e1re, spr\u00e1vy)<br \/>\n\u2022 Etnografia<sup>10<\/sup> (pozorovanie)<br \/>\n\u2022 Netnografia<sup>11<\/sup> (online etnografia)<br \/>\n\u2022 Prieskumy publika (napr. povedomie, pochopenie, z\u00e1ujem)<br \/>\n\u2022 Focus groups<br \/>\n\u2022 Interview<br \/>\n<\/td><td class=''>\u2022 Anal\u00fdza soci\u00e1lnych m\u00e9di\u00ed (kvalitat\u00edvna)<br \/>\n\u2022 \u0160tatistiky z datab\u00e1z (napr. sledovanie zdrojov, zis\u0165ovanie zdrojov)<br \/>\n\u2022 Etnografia (pozorovanie)<br \/>\n\u2022 Netnografia (online etnografia)<br \/>\n\u2022 Prieskumy verejnej mienky<br \/>\n\u2022 Prieskumy medzi zainteresovan\u00fdmi stranami (napr. spokojnos\u0165, d\u00f4vera)<br \/>\n\u2022 Focus groups (ako je uveden\u00e9 vy\u0161\u0161ie)<br \/>\n\u2022 Rozhovory (ako je uveden\u00e9 vy\u0161\u0161ie)<br \/>\n\u2022 Ochota odpor\u00fa\u010da\u0165 (NPS)<br \/>\n<sup>12<\/sup><\/td><td class=''>\u2022 Z\u00e1znamy z datab\u00e1z (napr. darovanie krvi, zdravotn\u00e9 v\u00fdsledky, \u010dlenstvo at\u010f.)<br \/>\n\u2022 Sledovanie tr\u017eieb<br \/>\n\u2022 Sledovanie darcovstva<br \/>\n\u2022 D\u00e1ta o riaden\u00ed vz\u0165ahov so z\u00e1kazn\u00edkmi (CRM)<br \/>\n\u2022 D\u00e1ta z prieskumov medzi zamestnancami<br \/>\n\u2022 \u0160t\u00fadie t\u00fdkaj\u00face sa povedomia<br \/>\n\u2022 Anal\u00fdza n\u00e1kladov a pr\u00ednosov\/Pomer medzi pr\u00ednosmi a n\u00e1kladmi<br \/>\n\u2022 N\u00e1vratnos\u0165 invest\u00edcii (ROI) (ak existuj\u00fa finan\u010dn\u00e9 ciele)<br \/>\n\u2022 Ekonometria<sup>13<\/sup><br \/>\n\u2022 \u0160k\u00e1ly kvality \u017eivota a merania dobr\u00fdch \u017eivotn\u00fdch podmienok<br \/>\n<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'F\u00c1ZA \u2013 MAKRO \u00daROVE\u0147'; } .avia-table-1 td:nth-of-type(2):before { content: 'VSTUP2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVITY'; } .avia-table-1 td:nth-of-type(4):before { content: 'OUTPUTS'; } .avia-table-1 td:nth-of-type(5):before { content: 'OUTTAKES3'; } .avia-table-1 td:nth-of-type(6):before { content: 'OUTCOMES4'; } .avia-table-1 td:nth-of-type(7):before { content: 'DOPAD5'; } <\/style><\/div>\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>POMOCN\u00c9 POZN\u00c1MKY K\u00a0TAXON\u00d3MII VYHODNOCOVANIA<\/p>\n<ol>\n<li>D\u00f4vera z\u00e1kazn\u00edka sa pova\u017euje za v\u00fdsledok (outcome), ktor\u00fd je iba medzistup\u0148om, preto\u017ee jeho prostredn\u00edctvom sa m\u00e1 docieli\u0165 dlhodob\u00fd dopad (impact), napr. aby bol kandid\u00e1t zvolen\u00fd do vl\u00e1dy, aby z\u00e1kazn\u00edci od spolo\u010dnosti na\u010falej nakupovali at\u010f. Nie je to teda kone\u010dn\u00fd z\u00e1mer s\u00e1m osebe.<\/li>\n<li>Niektor\u00e9 programov\u00e9 modely naz\u00fdvaj\u00fa toto prv\u00e9 \u0161t\u00e1dium f\u00e1zou vstupov a zdrojov (inputs\/resources).<\/li>\n<li>Pokro\u010dil\u00e9 outtakes (\u010do si verejnos\u0165 z\u00a0komunikovan\u00e9ho obsahu vezme) sa prekr\u00fdvaj\u00fa s\u00a0kr\u00e1tkodob\u00fdmi outcomes (v\u00fdsledkami), alebo m\u00f4\u017eu by\u0165 s\u00a0nimi toto\u017en\u00e9. To je d\u00f4vod, pre\u010do v\u00e4\u010d\u0161ina najbe\u017enej\u0161ie pou\u017e\u00edvan\u00fdch programov\u00fdch modelov s\u00a0outtakes ako s\u00a0f\u00e1zou v\u00f4bec nepracuje. Outakes a outcomes m\u00f4\u017eu by\u0165 kognit\u00edvne alebo afekt\u00edvne (emo\u010dn\u00e9) \u010di konat\u00edvne (behavior\u00e1lne).<\/li>\n<li>Dlhodob\u00e9 outcomes sa prekr\u00fdvaj\u00fa s\u00a0dopadom (impact) a niekedy s\u00fa s\u00a0n\u00edm stoto\u017e\u0148ovan\u00e9.<\/li>\n<li>Dopad sa \u010dasto hodnot\u00ed iba vo vz\u0165ahu k\u00a0firme. Ako je ale uveden\u00e9 v\u00a0\u00favode, zv\u00e1\u017ei\u0165 by sa mal aj dopad na zainteresovan\u00e9 strany, verejnos\u0165 a spolo\u010dnos\u0165 ako celok, hlavne v\u00a0pr\u00edpade \u0161t\u00e1tnych, verejn\u00fdch a neziskov\u00fdch organiz\u00e1ci\u00ed, ktor\u00e9 maj\u00fa sl\u00fa\u017ei\u0165 verejn\u00e9mu z\u00e1ujmu. Dopad na zainteresovan\u00e9 strany a spolo\u010dnos\u0165 v\u0161ak tie\u017e ovplyv\u0148uje a formuje prostredie, v\u00a0ktorom firmy p\u00f4sobia (tzn. toto vyhodnotenie tvor\u00ed s\u00fa\u010das\u0165 anal\u00fdzy prostredia a prieskumu trhu, ktor\u00e9 bud\u00fa formova\u0165 bud\u00face pl\u00e1novanie).<\/li>\n<li>Pr\u00ed\u010dinn\u00fa s\u00favislos\u0165 je mnoh\u00fdch pr\u00edpadoch \u0165a\u017ek\u00e9 zisti\u0165, najm\u00e4 ak k\u00a0dopadom (v\u00fdsledkom \u2013 results) prispieva viac vplyvov, \u010do b\u00fdva \u010dast\u00fd pr\u00edpad. Je potrebn\u00e9 aplikova\u0165 tri hlavn\u00e9 pravidla: (a) pr\u00ed\u010dina mus\u00ed predch\u00e1dza\u0165 n\u00e1sledku\/dopadu, (b) medzi pr\u00ed\u010dinou a n\u00e1sledkom mus\u00ed existova\u0165 jasn\u00fd vz\u0165ah (napr. mus\u00ed existova\u0165 d\u00f4kaz, \u017ee publikum sa dostalo k\u00a0inform\u00e1ci\u00e1m, ktor\u00e9 ste poskytli a vyu\u017eilo ich) a (c) je potrebn\u00e9 do \u010do najv\u00e4\u010d\u0161ej mo\u017enej mieri vyl\u00fa\u010di\u0165 in\u00e9 mo\u017en\u00e9 pr\u00ed\u010diny.<\/li>\n<li>Niektor\u00ed sem zara\u010fuj\u00fa aj vstupy (inputs). V\u00a0tom pr\u00edpade je ale potrebn\u00e9 zaradi\u0165 do vstupov tie\u017e format\u00edvny v\u00fdskum (ktor\u00fd mus\u00ed predch\u00e1dza\u0165 pl\u00e1novaniu). V\u00e4\u010d\u0161ina modelov vyhodnocovania programov uv\u00e1dza format\u00edvny v\u00fdskum a pl\u00e1novanie ako hlavn\u00e9 aktivity, ktor\u00e9 sa musia podnikn\u00fa\u0165. Vstupy (inputs) pritom v\u00fdskumu a pl\u00e1novaniu kampane zvy\u010dajne predch\u00e1dzaj\u00fa.<\/li>\n<li>Prijatie (reception) hovor\u00ed, ak\u00e1 inform\u00e1cia \u010di obsah sa dostali k\u00a0cie\u013eov\u00e9mu publiku. Je to trochu in\u00e9 ne\u017e uverejnenie (exposure). Pokia\u013e u\u017e\u00edvate\u013e ur\u010dit\u00fa spr\u00e1vu obsiahnut\u00fa v\u00a0komunika\u010dn\u00fdch prostriedkoch z\u00a0nejak\u00e9ho d\u00f4vodu prehliadne alebo presko\u010d\u00ed, inform\u00e1ciu neprijme. Rovnako sa tie\u017e \u013eudia m\u00f4\u017eu z\u00fa\u010dastni\u0165 nejakej akcie, napr\u00edklad ve\u013etrhu, kde s\u00fa o nie\u010dom informovan\u00ed, ale dan\u00fd obsah sa k\u00a0nim nedostane (napr\u00edklad preto, \u017ee ned\u00e1vaj\u00fa pozor, alebo sa s\u00fastredia len na ur\u010dit\u00fd obsah).<\/li>\n<li>U\u010denie (t.j. z\u00edskavanie vedomost\u00ed) nie je po\u017eadovan\u00e9 \u00faplne vo v\u0161etk\u00fdch pr\u00edpadoch. Pri niektor\u00fdch komunika\u010dn\u00fdch kampaniach je v\u0161ak potrebn\u00e9. Napr. pri kampaniach propaguj\u00facich v\u00fd\u017eivov\u00e9 doplnky bohat\u00e9 na v\u00e1pnik pre zn\u00ed\u017eenie v\u00fdskytu osteopor\u00f3zy u \u017eien sa zistilo, \u017ee \u017eeny je potrebn\u00e9 najprv o osteopor\u00f3ze pou\u010di\u0165 (\u010do to je, ak\u00e9 s\u00fa jej pr\u00ed\u010diny at\u010f.). Boj proti obezite vy\u017eaduje to ist\u00e9 \u2013 ur\u010dit\u00e9 znalosti o v\u00fd\u017eive a stravovan\u00ed. U\u010denie neznamen\u00e1 iba porozumenie obsahu spr\u00e1vy. Ide o zber hlb\u0161\u00edch \u010di \u0161ir\u0161\u00edch znalost\u00ed o komunikovanej problematike.<\/li>\n<li>Etnografia je v\u00fdskumn\u00e1 met\u00f3da zalo\u017een\u00e1 na intenz\u00edvnom priamom pozorovan\u00ed v\u00a0dlh\u0161om \u010dasovom \u00faseku. \u010casto obsahuje aj rozhovory a in\u00e9 v\u00fdskumn\u00e9 techniky.<\/li>\n<li>Netnografia je etnografia internetu. U\u017e\u00edvatelia internetu sa detailne sleduj\u00fa a zis\u0165uj\u00fa sa ich vzorce spr\u00e1vania, postoje at\u010f., a to z\u00a0ich koment\u00e1rov, z\u00a0toho, kam klikaj\u00fa, ako aj z\u00a0\u010fal\u0161\u00edch ukazovate\u013eov.<\/li>\n<li>Net promoter score je sk\u00f3re na desa\u0165bodovej \u0161k\u00e1le zalo\u017een\u00e9 na jednoduchej ot\u00e1zke \u201eS akou pravdepodobnos\u0165ou by ste zna\u010dku odporu\u010dili svojmu kolegovi \u010di zn\u00e1memu?\u201c Respondenti, u ktor\u00fdch je v\u00fdsledok 0-6, sa pova\u017euj\u00fa za \u201ekritikov\/nespokojn\u00fdch\u201c, sk\u00f3re 7-8 maj\u00fa respondenti spokojn\u00ed, ale nie nad\u0161en\u00ed a sk\u00f3re 9-10 patr\u00ed respondentom pova\u017eovan\u00fdm za vern\u00fdch nad\u0161encov, podporovate\u013eov a z\u00e1stancov (vi\u010f. https:\/\/wza ww.netpromoter.com\/know).<\/li>\n<li>Ekonometria vyu\u017e\u00edva matematick\u00e9 a \u0161tatistick\u00e9 met\u00f3dy k\u00a0testovaniu hypot\u00e9z a zis\u0165ovaniu ekonomick\u00fdch vz\u0165ahov medzi faktormi na z\u00e1klade empirick\u00fdch d\u00e1t (vi\u010f. http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html).<\/li>\n<\/ol>\n<\/div><\/section><\/div>\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>SKRATKY<\/strong><\/p>\n<p>CPM (<i>cost per thousand<\/i>, kde M\u00a0znamen\u00e1 <i>mille, <\/i>latinsky tis\u00edc) je cena za tis\u00edc zobrazen\u00ed.<br \/>\nCRM (<i>customer relationship management<\/i>) je riadenie vz\u0165ahov so z\u00e1kazn\u00edkmi (d\u00e1ta, ktor\u00e9 sa spravidla uchov\u00e1vaj\u00fa v\u00a0datab\u00e1zach CRM).<br \/>\nKPIs\u00a0(<i>key performance indicators<\/i>) s\u00fa k\u013e\u00fa\u010dov\u00e9 ukazovatele v\u00fdkonnosti (vi\u010f. <a 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<\/a>).<br \/>\nOTS\u00a0(<i>opportunities to see<\/i>) spravidla znamenaj\u00fa to ist\u00e9 \u010do impresie.<br \/>\nPEST je vyhodnocovac\u00ed r\u00e1mec, ktor\u00fd zah\u0155\u0148a politick\u00e9, ekonomick\u00e9, spolo\u010densk\u00e9 a\u00a0technologick\u00e9 (<i>political, economic, social, technological<\/i>) faktory.<br \/>\nPESTLE\u00a0je vyhodnocovac\u00ed r\u00e1mec, ktor\u00fd sleduje politick\u00e9, ekonomick\u00e9, spolo\u010densk\u00e9 a\u00a0technologick\u00e9 a\u00a0pr\u00e1vne faktory a faktor prostredia (<i>political, economic, social, technological, legal, environmental<\/i>) (pou\u017e\u00edva sa tie\u017e skratka PESTEL, kde sa faktor prostredia(<i>environmental<\/i>) kladie pred faktor pr\u00e1vny (<i>legal<\/i>)) (vi\u010f. <a href=\"http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis\">http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis<\/a>).<br \/>\nROI (<i>return on investment<\/i>) je n\u00e1vratnos\u0165 invest\u00edci\u00ed.<br \/>\nSMART je skratka, ktor\u00e1 sa t\u00fdka cie\u013eov. Tie maj\u00fa by\u0165 konkr\u00e9tne (<i>specific<\/i>), merate\u013en\u00e9 (<i>measureable<\/i>), dosiahnute\u013en\u00e9 (<i>achievable<\/i>), relevantn\u00e9 (<i>relevant<\/i>, napr. spojen\u00e9 s\u00a0cie\u013emi spolo\u010dnosti) a\u00a0\u010dasovo ohrani\u010den\u00e9 (<i>time-bound<\/i>, t.j. je potrebn\u00e9 ich splni\u0165 v\u00a0ur\u010ditom term\u00edne).<br \/>\nSWOT\u00a0je skratka pre met\u00f3du strategick\u00e9ho pl\u00e1novania, ktor\u00e1 zah\u0155\u0148a siln\u00e9 str\u00e1nky (<i>strengths<\/i>), slab\u00e9 str\u00e1nky (<i>weaknesses<\/i>), pr\u00edle\u017eitosti (<i>opportunities<\/i>) a\u00a0hrozby (<i>threats<\/i>).<br \/>\nTARPs\u00a0(<i>target audience rating points<\/i>) je sledovanos\u0165 danou cie\u013eovou skupinou. Je zalo\u017een\u00e1 na syst\u00e9me merania sledovanosti, ktor\u00fd sa pou\u017e\u00edva v\u00a0reklame (vi\u010f. <a href=\"http:\/\/www.multimediabuying.com.au\/faq\">http:\/\/www.multimediabuying.com.au\/faq<\/a>).<br \/>\nUWEX\u00a0je roz\u0161\u00edren\u00fd program wisconsinsk\u00e9 univerzity naz\u00fdvan\u00fd University of Wisconsin Extension (vi\u010f. Taylor-Power &amp; Henert, 2008).<\/p>\n<\/div><\/section><\/div>\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>ZDROJE &amp; DOPL\u0147UJ\u00daCE INFORM\u00c1CIE<\/p>\n<p>Broom, G. (2009). Cutlip &amp; Center\u2019s effective public relations (10th ed.). Upper Saddle River, NJ: Pearson.<\/p>\n<p>Cutlip, S., Center, A., &amp; Broom, G. (1985). Effective public relations (6th ed.). Englewood Cliffs, NJ: Prentice Hall.<\/p>\n<p>Cutlip, S., Center, A., &amp; Broom, G. (1994). Effective public relations (7th ed). Upper Saddle River, NJ: Prentice Hall.<\/p>\n<p>Grunig, 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.<\/p>\n<p>Grunig, L., Grunig J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<\/p>\n<p>Stacks, D., &amp; Bowen, S. (Eds.). (2013). Dictionary of public relations measurement and research. Gainesville FL: Institute for Public Relations. Available athttp:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/p>\n<p>Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/p>\n<p>Wholey, J. (1979). Evaluation: Promise and performance. Washington, DC: Urban Institute Press.<\/p>\n<p>Wholey 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><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":2119,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-2122","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>Taxonomy - 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=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taxonomy - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/home\/supporting-material\/taxonomy\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"article:modified_time\" content=\"2017-09-04T12:17:17+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=\"20 min\u00fat\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/home\/supporting-material\/taxonomy\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/sk\/home\/supporting-material\/taxonomy\/\",\"name\":\"Taxonomy - 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