While media monitoring services can conduct content analysis of traditional and social media, they aren't able to measure many of the most important goals and objectives of public relations programs. In short, content analysis can't measure ___________.
A) The number of media impressions
B) What people think, feel and do offline
C) The advertising value equivalency
D) The comments people leave on social posts

Question

Quizplus · Accepted Answer

Content analysis focuses on analyzing the content of media mentions, but it cannot directly measure the attitudes, feelings, or behaviors of people offline. These aspects require different methodologies such as surveys or interviews to assess.

While Media Monitoring Services Can Conduct Content Analysis of Traditional