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Importance of Retail Investors
Timing and Wave Theory
News Release Flow-through
Key Message Strategy/ Pre-testing
Key Message Coherence
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Key Message Coherence
We must not only
pre-test key messages, but also measure whether the message is getting through into news
articles and on the Internet. The key message phrase or word series is analyzed within the
context of media coverage, yielding a single metric for evaluative tracking. In general,
higher levels of key message coherence across a campaign is critical for success.
Ernest Martin, Ph.D.
efmartin2@vcu.edu
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