{"id":355,"date":"2016-08-22T09:26:26","date_gmt":"2016-08-22T08:26:26","guid":{"rendered":"http:\/\/amecorg.com\/amecframework\/sr\/?page_id=355"},"modified":"2020-01-24T12:17:30","modified_gmt":"2020-01-24T12:17:30","slug":"home","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/sr\/","title":{"rendered":"\u0414\u043e\u043c"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6qduob-8070fd99873ef2c5fc7e723e647e319d\">\n.avia-section.av-6qduob-8070fd99873ef2c5fc7e723e647e319d{\nbackground-repeat:no-repeat;\nbackground-image:url(https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Amec-Home-Header-Image-Muse.jpg);\nbackground-position:50% 50%;\nbackground-attachment:scroll;\n}\n<\/style>\n<div id='av_section_1'  class='avia-section av-6qduob-8070fd99873ef2c5fc7e723e647e319d main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  home-banner avia-full-stretch avia-bg-style-scroll av-minimum-height av-minimum-height-custom av-height-custom  container_wrap fullsize'  data-section-bg-repeat='stretch' data-av_minimum_height_px='500'><div class='container av-section-cont-open' style='height:500px'><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-355'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-6ij92b-2f253f8777b7a5a8cf36149a6d7ed184\">\n.avia-image-container.av-6ij92b-2f253f8777b7a5a8cf36149a6d7ed184 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-6ij92b-2f253f8777b7a5a8cf36149a6d7ed184 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-6ij92b-2f253f8777b7a5a8cf36149a6d7ed184 av-styling- avia-align-center  avia-builder-el-1  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-41 avia-img-lazy-loading-not-41 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/integrated-framework-logo-white-small.png\" alt='' title='integrated-framework-logo-white-small'  height=\"126\" width=\"203\"  itemprop=\"thumbnailUrl\"  \/><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-29v17-c12861fc218ee75624bbe2388442611a\">\n#top .av_textblock_section.av-29v17-c12861fc218ee75624bbe2388442611a .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-29v17-c12861fc218ee75624bbe2388442611a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><strong>AMEC-OV OKVIR ZA INTEGRIRANO VREDNOVANJE<\/strong><\/p>\n<\/div><\/section>\n<section  class='av_textblock_section av-684m6j-d60ed01b2aea707e7f286f3b7bcbf42c '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><h1 style=\"text-align: center;\">DOBRODO\u0160LI<\/h1>\n<\/div><\/section>\n<section  class='av_textblock_section av-60ehu3-1f5df196ad7a13613ca536a4734d8219 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u1005-bw\" class=\"browser_width colelem\">\n<div id=\"u1005\" class=\"FULL-BANNER museBGSize\">\n<div id=\"u1005_align_to_page\" class=\"clearfix\">\n<div id=\"u1104-4\" class=\"clearfix colelem shared_content\" data-content-guid=\"u1104-4_content\">\n<p style=\"text-align: center;\"><strong>Dobrodo\u0161li u centar s resursima za AMEC-ov novi Okvir za integrirano vrednovanje. Ovaj novi deo AMEC-ove web stranice dodat je kako bi pru\u017eio odgovore na naj\u010de\u0161\u0107e izazove i pritiske s kojima se sektor odnosa sa javno\u0161\u0107u danas suo\u010dava poku\u0161avaju\u0107i dokazati svoju ulogu u svetu medija koji se ubrzano menja.<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div id=\"pu1889-24\" class=\"clearfix colelem\"><\/div>\n<\/div><\/section>\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-355'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5wvlxn-88288385b1fe7f8bd61e9c36f7b159b2\">\n.flex_column.av-5wvlxn-88288385b1fe7f8bd61e9c36f7b159b2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-5wvlxn-88288385b1fe7f8bd61e9c36f7b159b2 av_one_third  avia-builder-el-5  el_after_av_section  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-5rtvhv-9d2b5c1f3e2cfc3cb828ef14c1613b53 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u1889-2\">Mnoge od metoda i tehnika vrednovanja koje je sektor odnosa s javno\u0161\u0107u dugi niz godina uzimao zdravo za gotovo vi\u0161e nisu dovoljne. Kako se bri\u0161u granice izme\u0111u pojedinih sektora, od PR profesionalaca se tra\u017ei da rade sa svim tipovima medija i to ne samo u svrhu kori\u0161\u0107enja ve\u0107 i da mere te nove kanale komunikacija. U merenju moraju biti obuhva\u0107ene pla\u0107ene, zaslu\u017eene, objave na dru\u0161tvenim medijima, kao i vlastite objave. Kako bi bili \u0161to produktivniji \u00a0u svom poslu, sada svoju komunikaciju trebaju planirati i meriti na potpuno integrirani na\u010din.<\/p>\n<p id=\"u1889-5\">Za dokazivanje vrednosti komunikacije u doba odgovornosti, od klju\u010dne je va\u017enosti i\u0107i \u0161ire od pukog merenja analize sadr\u017eaja (ili \u201emedija\u201c), \u0161to je uglavnom bilo dovoljno u proteklih 20 godina. Danas, se o\u010dekuje da se u\u010dinak PR profesionalca poka\u017ee i na krajnjim ciljevima organizacija za koju rade.<\/p>\n<p id=\"u1889-11\">Interaktivni element okvira za integrirano vrednovanje vodit \u0107e vas kroz proces od uskla\u0111ivanja ciljeva do uspostavljanja plana, odre\u0111ivanja smerova i zatim merenja komunikacijske produkcije, inicijalnih reakcija, rezultata i ishoda va\u0161eg rada.<\/p>\n<p id=\"u1889-14\">Na svakome koraku tog procesa okvir pru\u017ea dodatne informacije i predla\u017ee potencijalne pristupe i metri\u010dke podatke koji bi se mogli primeniti.<\/p>\n<ul id=\"u1889-21\" class=\"list0 nls-None\">\n<li id=\"u1889-16\">To ne mo\u017ee biti sveobuhvatni popis i okvir vam ne donosi konkretne brojke.<\/li>\n<li id=\"u1889-18\">I dalje sami morate prikupiti podatke koji \u0107e se uneti u alat.<\/li>\n<li id=\"u1889-20\">Ono \u0161to vam okvir mo\u017ee dati jest dosledan pristup koji \u0107e omogu\u0107iti planiranje i merenje na odgovaraju\u0107i na\u010din.<\/li>\n<\/ul>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-k83oz-51159c9c6af218ca5e2a7ff38ce863cc\">\n.flex_column.av-k83oz-51159c9c6af218ca5e2a7ff38ce863cc{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-k83oz-51159c9c6af218ca5e2a7ff38ce863cc av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-5c7sxf-f67e4999c58f7b92915cbb86ec411e33 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u1947-2\">AMEC-ov okvir za integrirano vrednovanje obezbe\u0111uje dosledan i verodostojan pristup koji funkcioni\u0161e i u velikim i u malim organizacijama, ali se mo\u017ee prilagoditi i vrlo specifi\u010dnim korisnicima i njihovim ciljevima.\u00a0Svi mogu da ga koriste i nije ni\u010dije vlasni\u0161tvo te omogu\u0107ava svim organizacijama, bilo da se radi o fakultetima, posebnim sektorima u okviru kompanije, PR agencijama ili kompanijama za merenje, da iskoriste ovu njegovu prednost dostupnosti.<\/p>\n<p id=\"u1947-5\">Okvir za integrirano vrednovanje zamenjuje starije AMEC-ove okvire, za dobru metriku i za merenje dru\u0161tvenih medija.\u00a0Sektor odnosa s javno\u0161\u0107u sada ima integrisani pristup merenju koji se prilago\u0111ava izazovima dana\u0161njice.<\/p>\n<p id=\"u1947-8\">Ovaj novi okvir pokazuje kako \u201eoperacionalizirati\u201c Barselonska na\u010dela i kako ih sprovesti u praksi, i na kraju dokazati vrednost na\u0161eg rada.<\/p>\n<p id=\"u1947-20\">Osim samog okvira, ova stranica donosi i niz<a href=\"http:\/\/www.amecorg.com\/amecframework\/expert-opinion.html\">\u010dlanaka<\/a>,<a href=\"http:\/\/www.amecorg.com\/amecframework-wp\/sr\/resources.html\">dodatnih izvora<\/a> o merenju, uklju\u010duju\u0107i<a href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/sr\/taxonomy\/\">\u201etaksonomiju vrednovanja<\/a>\u201c koja za svaki korak u postupku popisuje i obja\u0161njava klju\u010dne korake, metriku i referentne ta\u010dke te metode koje je potrebno uzeti u obzir.<\/p>\n<p id=\"u1947-23\">Ovom bih se prilikom hteo zahvaliti profesoru Jimu Macnamari sa \u0423\u043d\u0438\u0432\u0435\u0440\u0441\u0438\u0442\u0438 \u043e\u0444 \u0422\u0435\u0446\u0445\u043d\u043e\u043b\u043e\u0433\u0438 \u0421\u0438\u0434\u043d\u0435\u0438 \u0161to je izradio ovaj vredni resurs i \u0161to ga je podelio s AMEC-ovom zajednicom.<\/p>\n<p id=\"u1947-29\">Novi okvir rezultat je napornog rada velikog broja ljudi te im se ovim putem svima <a href=\"http:\/\/www.amecorg.com\/amecframework-wp\/sr\/acknowledgements.html\">iskreno zahvaljujem<\/a>.<\/p>\n<\/div><\/section><br \/>\n<section  class='avia-team-member av-jptktgnu-31e4316fbf90ea3ba0ce107a3235099b  avia-builder-el-9  el_after_av_textblock  avia-builder-el-last '  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Person\" ><div class=\"team-img-container\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-45 avia-img-lazy-loading-not-45 avia_image avia_image_team' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall.jpg\" alt='Richard Bagnall'  itemprop=\"image\"   height=\"92\" width=\"92\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall.jpg 92w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-80x80.jpg 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/Richard-Bagnall-36x36.jpg 36w\" sizes=\"(max-width: 92px) 100vw, 92px\" \/><div class=\"team-social\"><div class=\"team-social-inner\"><span class='hidden av_member_url_markup twitter'  itemprop=\"url\" >https:\/\/twitter.com\/richardbagnall<\/span><a href='https:\/\/twitter.com\/richardbagnall' class='avia-team-icon av-56gwmj-b820d1f95d6f438d652941982f31a01a twitter avia-iconfont avia-font-entypo-fontello' rel='v:url'  target='_blank' data-av_icon='\ue8f1' data-av_iconfont='entypo-fontello' ><\/a><\/div><\/div><\/div><h3 class='team-member-name '  itemprop=\"name\" >Richard Bagnall<\/h3><div class='team-member-description '  itemprop=\"description\" ><p>\u0410\u041c\u0415\u0426 \u0441\u0442\u043e\u043b\u0438\u0446\u0430<\/p>\n<\/div><span class='hidden team-member-affiliation'  itemprop=\"affiliation\" >AMEC Integrated Evaluation Framework<\/span><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-5498kj-1bfa1f1784f4e78d6055e05d8a7e7b6f\">\n.flex_column.av-5498kj-1bfa1f1784f4e78d6055e05d8a7e7b6f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-5498kj-1bfa1f1784f4e78d6055e05d8a7e7b6f av_one_third  avia-builder-el-10  el_after_av_one_third  el_before_av_hr  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4u0uzv-cbf8bac7648eff63e679833bb610f57e\">\n#top .av-special-heading.av-4u0uzv-cbf8bac7648eff63e679833bb610f57e{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-4u0uzv-cbf8bac7648eff63e679833bb610f57e .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-4u0uzv-cbf8bac7648eff63e679833bb610f57e .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-4u0uzv-cbf8bac7648eff63e679833bb610f57e av-special-heading-h3  avia-builder-el-11  el_before_av_codeblock  avia-builder-el-first '><h3 class='av-special-heading-tag '  itemprop=\"headline\"  >PRIDRU\u017dITE SE POGOVORU<\/h3><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<\/p><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-g5cij-e4f2d930f95fbc1ef480dddfbca23015\">\n#top .hr.hr-invisible.av-g5cij-e4f2d930f95fbc1ef480dddfbca23015{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-g5cij-e4f2d930f95fbc1ef480dddfbca23015 hr-invisible  avia-builder-el-13  el_after_av_one_third  el_before_av_one_full '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-4f0y9n-882c0669fa818c6668396f43feb14a5d\">\n.flex_column.av-4f0y9n-882c0669fa818c6668396f43feb14a5d{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-4f0y9n-882c0669fa818c6668396f43feb14a5d av_one_full  avia-builder-el-14  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-47b5hv-db3a2c51e018a0cfa5e68a1e9100926a\">\n#top .av_textblock_section.av-47b5hv-db3a2c51e018a0cfa5e68a1e9100926a .avia_textblock{\nfont-size:30px;\n}\n<\/style>\n<section  class='av_textblock_section av-47b5hv-db3a2c51e018a0cfa5e68a1e9100926a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center;\"><span style=\"font-weight: 400;\">UVOD U NOVI INTERAKTIVNI ALAT<\/span><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-424q2r-0d62f8e625b68f64051ea64465923399\">\n#top .hr.av-424q2r-0d62f8e625b68f64051ea64465923399{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-424q2r-0d62f8e625b68f64051ea64465923399 .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-424q2r-0d62f8e625b68f64051ea64465923399 hr-custom  avia-builder-el-16  el_after_av_textblock  avia-builder-el-last  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3xdqzf-da95360d4d2cdf41855419534153a43e\">\n.flex_column.av-3xdqzf-da95360d4d2cdf41855419534153a43e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3xdqzf-da95360d4d2cdf41855419534153a43e av_one_third  avia-builder-el-17  el_after_av_one_full  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-3od2pn-2e5eb299a5f3f5265949a73b9efdffd8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u1968-2\">Dobrodo\u0161li u novi Okvir za integrirano vrednovanje! Ve\u0107 vi\u0161e od \u0161est godina AMEC koristi unapre\u0111eni na\u010din merenja komunikacija koji donosi Okvir za integrirano vrednovanje. Ovaj je okvir brojnim agencijama i klijentima pomogao da pobolj\u0161aju svoje merenje i vrednovanje. Me\u0111utim, moramli smo ga u\u010diniti prakti\u010dnijim, intuitivnijim i atraktivnijim.<\/p>\n<p id=\"u1968-4\">Dakle, radna grupa koja se sastojala od predstavnika agencija, AMEC-a, stru\u010dnjaka za istra\u017eivanje tr\u017ei\u0161ta i nau\u010dnika osmislila je novi Interaktivni okvir za integrirano vrednovanje.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-3jmcvn-1234610e1243e87305966bd37b9d1627\">\n.flex_column.av-3jmcvn-1234610e1243e87305966bd37b9d1627{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-3jmcvn-1234610e1243e87305966bd37b9d1627 av_one_third  avia-builder-el-19  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-3fa7qj-de2b0fd5fcaba52a7ed9454a3c36999f '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u2005-2\">\u017delja nam je bila da stvorimo ne\u0161to \u0161to \u0107e korisnicima pomo\u0107i u jasnom merenju. \u0160to je jo\u0161 va\u017enije, hteli smo prona\u0107i mehanizam koji bi doprineo uvo\u0111enju kvalitetnijeg merenja u struci.<\/p>\n<p id=\"u2005-4\"><strong>NOVI INTERAKTIVNI ALAT<\/strong><\/p>\n<p id=\"u2005-6\">Napravili smo ga u obliku kartica kako bismo jasnije predstavili postupak, korak po korak. Svaka je kartica ozna\u010dena brojem, tako da se uvek zna na kom koraku u postupku se nalazite. Alat vas vodi do krajnjih ciljeva u vezi organizacije i komunikacije pa sve do u\u010dinka na poslovanje.<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-39nqdv-9280d0f83fc914732702aefc3942d5ae\">\n.flex_column.av-39nqdv-9280d0f83fc914732702aefc3942d5ae{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-39nqdv-9280d0f83fc914732702aefc3942d5ae av_one_third  avia-builder-el-21  el_after_av_one_third  el_before_av_three_fourth  flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-aw7vf-07b5133a78ed97802f4bf57bfdfefe76 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p id=\"u1971-2\">Klikom na svaku pojedina\u010dnu karticu otvara se okvir u koji se unose podaci. Kao pomo\u0107, unutar svake kartice postoji ikona (i) sa sko\u010dnim okvirom unutar kojeg su dodatne informacije i obja\u0161njenja. Osim toga, unutar sko\u010dnog okvira nalazi se link na taksonomiju merenja, \u0161to pru\u017ea jo\u0161 vi\u0161e informacija o merenjima koje trebata uvrstiti.<\/p>\n<p id=\"u1971-4\">Dakle, kako \u0107ete ga koristiti?<\/p>\n<p id=\"u1971-6\"><strong>Giles Peddy<\/strong><\/p>\n<p id=\"u1971-8\">Direktor Grupe LEWIS, UK<\/p>\n<\/div><\/section><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2v46e3-2cf68cb5a5d9b390ef31d9989ddd6d7f\">\n.flex_column.av-2v46e3-2cf68cb5a5d9b390ef31d9989ddd6d7f{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2v46e3-2cf68cb5a5d9b390ef31d9989ddd6d7f av_three_fourth  avia-builder-el-23  el_after_av_one_third  el_before_av_one_fourth  first flex_column_div av-zero-column-padding  column-top-margin'     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-9zuqz-af9c4f4748d86ba57096926428f55168\">\n.avia-image-container.av-9zuqz-af9c4f4748d86ba57096926428f55168 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-9zuqz-af9c4f4748d86ba57096926428f55168 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-9zuqz-af9c4f4748d86ba57096926428f55168 av-styling- avia-align-center  avia-builder-el-24  avia-builder-el-no-sibling '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-1262 avia-img-lazy-loading-not-1262 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel.png\" alt='' title='LewisWheel'  height=\"783\" width=\"782\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel.png 782w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-80x80.png 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-300x300.png 300w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-768x769.png 768w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-36x36.png 36w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-180x180.png 180w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-705x705.png 705w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-120x120.png 120w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2016\/08\/LewisWheel-450x451.png 450w\" sizes=\"(max-width: 782px) 100vw, 782px\" \/><\/div><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2ji3gr-549b6a2352bff8864ced88ee1e211d5e\">\n.flex_column.av-2ji3gr-549b6a2352bff8864ced88ee1e211d5e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-2ji3gr-549b6a2352bff8864ced88ee1e211d5e av_one_fourth  avia-builder-el-25  el_after_av_three_fourth  el_before_av_section  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-2d4457-e96aaec071eae8e8a9144656b7bd45b0\">\n.avia-image-container.av-2d4457-e96aaec071eae8e8a9144656b7bd45b0 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-2d4457-e96aaec071eae8e8a9144656b7bd45b0 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-2d4457-e96aaec071eae8e8a9144656b7bd45b0 av-styling- avia-align-center  avia-builder-el-26  el_before_av_textblock  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-1260 avia-img-lazy-loading-not-1260 avia_image ' src=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo-300x300.png\" alt='' title='LewisLogo'  height=\"300\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo-300x300.png 300w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo-80x80.png 80w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo-36x36.png 36w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo-180x180.png 180w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo-120x120.png 120w, https:\/\/amec.blazedev.co.uk\/amecframework\/wp-content\/uploads\/2017\/06\/LewisLogo.png 313w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-26uc23-0ede8dc5b0c11f6350e9fcfa07fec7ee '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Lewis gets great benefit by putting each of its clients squarely at the heart of the Integrated Evaluation Framework. We urge you to do the same.<\/p>\n<p>Image use courtesy of Lewis.<\/p>\n<\/div><\/section><\/p><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='explanation-blocks'  class='avia-section av-242gdn-311baf9f614a09c3db9892abd7d3a172 main_color avia-section-no-padding avia-no-border-styling  avia-builder-el-28  el_after_av_one_fourth  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-355'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1woyib-83db2447f4f63e716f9bad48f081133c\">\n.flex_column.av-1woyib-83db2447f4f63e716f9bad48f081133c{\nborder-radius:10PX 10PX 10PX 10PX;\n}\n<\/style>\n<div  class='flex_column av-1woyib-83db2447f4f63e716f9bad48f081133c av_one_third  avia-builder-el-29  el_before_av_two_third  avia-builder-el-first  first flex_column_div  '     ><section  class='av_textblock_section av-1pbuiz-ade86977c6c2079082ced3d008b7e9e9 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock objectives av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1974-2\" style=\"text-align: center;\">KRAJNJI CILJEVI<\/h3>\n<p id=\"u1974-4\">Kako bi merenje bilo dobro, treba krenuti od jasnih krajnjih ciljeva organizacije, koji se mogu razli\u010dito formulisati. Zatim, dolaze komunikacijski ciljevi, koji bi trebali predstavljati i organizacijske ciljeve. Trebate imati na umu da je razlika izme\u0111u kratkoro\u010dnog i op\u0161teg cilja u tome \u0161to kratkoro\u010dni cilj ima merljiv u\u010dinak (npr. 20% pove\u0107anje svesti o brendu), dok op\u0161ti cilj predstavlja neku op\u0161tuu te\u017enju (npr. pove\u0107ati svest o brendu).<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-1m9xqj-40e5f8a5f16e7da2725d4df6dc66ef08 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock outputs av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1992-2\" style=\"text-align: center;\">KOMUNIKACIJSKA PRODUKCIJA<\/h3>\n<p id=\"u1992-4\">Deo posve\u0107en komunikacijskoj produkciji bavi se temeljnim merenjima koja obuhvataju pla\u0107ene, zaslu\u017eene, deljene i vlastite medijske objave. Na primer, tu se radi o dosegu pla\u0107enih oglasa, broju posetlaca web stranice, broju napisanih poruka, tvitova i retvitova, broju posetioca doga\u0111aja kao i broju potencijalnih \u010ditatelja medijske objave. To su kvantitativne i kvalitativne mere izlaznih podataka.<\/p>\n<\/div><\/section><\/p><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-1ggzcz-4e2d526d4d7b95a6d826fdf601870c0e\">\n.flex_column.av-1ggzcz-4e2d526d4d7b95a6d826fdf601870c0e{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-1ggzcz-4e2d526d4d7b95a6d826fdf601870c0e av_two_third  avia-builder-el-32  el_after_av_one_third  avia-builder-el-last  flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-1887pv-543e5e2f62db9e6ccc9130ad1db92516 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock inputs av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1978-2\" style=\"text-align: center;\">ULAZNI PODACI<\/h3>\n<p id=\"u1978-4\">Ovaj deo pokriva dva va\u017ena podru\u010dja. Prvo se defini\u0161e ciljana grupa za kampanju, a zatim se odre\u0111uje strate\u0161ki plan i ostali ulazni podaci, kao \u0161to su opisivanje odre\u0111enog dela analize situacije, resursa i bud\u017eeta.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-14alq3-72803c8704092e4035626d01090156f1 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock activities av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1987-2\" style=\"text-align: center;\">AKTIVNOSTI<\/h3>\n<p id=\"u1987-4\">Ovaj deo opisuje koje su aktivnosti izvr\u0161ene, bilo da se radi o testiranju ili istra\u017eivanju, proizvodnji sadr\u017eaja itd. Ono \u0161to je bitno jest da alat prepoznaje va\u017enost pla\u0107enih i zaslu\u017eenih objava, dru\u0161tvenih i vlastitih medija (PESO) te korisnicima daje mogu\u0107nost da ih ozna\u010de na odgovaraju\u0107i na\u010din.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-zhc2j-d686743184da15e81c8795957d2812fb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock out-takes av_inherit_color'  itemprop=\"text\" ><h3 id=\"u1996-2\" style=\"text-align: center;\">INICIJALNE REAKCIJE<\/h3>\n<p id=\"u1996-4\">Kod inicijalnih reakcija radi se o odgovoru i reakcijama ciljne grupe na odre\u0111enu aktivnost. Zanima vas s koliko pa\u017enje primaju sadr\u017eaj, koliko ga se mogu setiti, koliko dobro shvataju temu, da li su zainteresovani sadr\u017eajem i da li su se prijavili za dodatne informacije.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-sedtv-091a37939c7a7e8369ac92539bdfbcbc '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock outcomes av_inherit_color'  itemprop=\"text\" ><h3 id=\"u2001-2\" style=\"text-align: center;\">KOMUNIKACIJSKI U\u010cINCI<\/h3>\n<p id=\"u2001-4\">U ovome delu meri se u\u010dinak komunikacije sa ciljanom grupom. Dakle, da li ciljna grupa bolje razume temu, da li je promenila stav prema temi, da li se pove\u0107alo poverenje i\/ili preferencija, da li je imalo uticaja na njihovu nameru da ne\u0161to naprave (npr. isprobaju, pretplate se, registruju) ili se pove\u0107ala rasprava o nekoj temi na internetu.<\/p>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-kbqv7-e93c367db605c02cc51ed61724fc5a07 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock impact av_inherit_color'  itemprop=\"text\" ><h3 id=\"u2008-2\" style=\"text-align: center;\">ISHOD<\/h3>\n<p id=\"u2008-4\">U zadnjem se delu vrednuje u\u010dinak na krajnje ciljeve organizacije &#8211; ishod. Ovde na\u0161 alat nastoji pokriti pobolj\u0161anje reputacije, uspostavljanje ili unapre\u0111enje odnosa, porast prodaje ili donacija, promenu politike ili pobolj\u0161anje dru\u0161tvene promene. To je jasni pokazatelj poslovnog rezultata i veza s ciljevima organizacije.<\/p>\n<p id=\"u2008-6\">\u0160ta sada? Kada ste gotovi, kliknite na PO\u0160ALJI, a izve\u0161taj mo\u017eete i pretvoriti u PDF dokument koji mo\u017eete podeliti ili koristiti na sastancima ili prezentacijama. Ako ne\u0161to \u017eelite promeniti, kliknite na IZMENE na vrhu i unesite izmene. Zatim ponovno kliknite na PO\u0160ALJI. Sa\u010duvajte PDF na svom kompijuteru.<\/p>\n<\/div><\/section><\/p><\/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-355'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-dif2r-fcb1b0b3efa163b2d9b2d9a4f3649d43\">\n.flex_column.av-dif2r-fcb1b0b3efa163b2d9b2d9a4f3649d43{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-dif2r-fcb1b0b3efa163b2d9b2d9a4f3649d43 av_one_full  avia-builder-el-38  el_after_av_section  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-7m5vf-393de7deee8f96e07d246a4d84e2e125\">\n#top .av_textblock_section.av-7m5vf-393de7deee8f96e07d246a4d84e2e125 .avia_textblock{\ncolor:#ffffff;\n}\n<\/style>\n<section  class='av_textblock_section av-7m5vf-393de7deee8f96e07d246a4d84e2e125 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock av_inherit_color'  itemprop=\"text\" ><p style=\"text-align: center;\"><a class=\"framework-button\" href=\"https:\/\/amec.blazedev.co.uk\/amecframework\/sr\/framework\/interactive-framework\/\" target=\"_blank\" rel=\"noopener noreferrer\">KLIKNITE OVDE ZA PRISTUP OKVIRU ZA INTEGRIRANO VREDNOVANJE<\/a><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-355","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - 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