Elements and Performance Criteria
- Develop a campaign evaluation strategy
- Ensure evaluation strategy defines standards and measurements to assess effectiveness of advertising, and identify improvements
- Establish a strategy which contains specific performance standards for each element of advertising campaign, as well as overall outcome
- Ensure strategy includes evaluation of legal and ethical standards acceptable for advertisement/s
- Include processes in strategy for correcting advertisement/s that do not meet legal and ethical standards
- Implement campaign evaluation strategy
- Evaluate expenditure data to determine effectiveness of campaign in relation to the budget
- Evaluate media program to determine performance against media plan objectives
- Evaluate creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement
- Evaluate interactive effect of all elements in the advertising campaign to determine overall effectiveness of the advertising campaign
- Utilise advertising effectiveness data
- Use results of evaluations of advertising effectiveness in analysis and planning phase for subsequent advertising
- Use expenditure information to improve the budget planning process
- Use feedback on the advertisement itself to provide ideas for future advertisements and to improve advertising copy
- Use media performance information to determine whether alternative media approaches would yield better results
- Use differences between planned and actual accomplishments to define problems to be addressed in next planning phase