Chapter 8 Notes: Evaluation

Evaluation is the measurement of results against the campaign objectives.  This stage will lend insight into future campaigns and show whether or not the objectives were met.  There must be objectives to be met for the evaluation stage to exist.  Measurement of the message and its affects can be done on three levels.  First  is message distribution and where it was placed, second is the measurement of the audiences awareness of the message and if they retained it, and third would measure the changes in attitudes and behaviors of the target audience.  Measurement of message exposure can be checked through where the message was placed in the media, print, broadcast, or print media.  The audiences awareness of the message can and also must be measured.  This can be done through audience surveys.  The audiences attitudes and actions are also measured.

Advertisement