Elements and Performance Criteria
- Develop a campaign evaluation strategy
- The evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
- The strategy establishes specific performance standards for each element of the advertising campaign as well as the overall outcome
- The strategy includes standards for the evaluation of the legal and ethical acceptability of the advertisement/s
- The strategy includes processes for correcting advertisements which do not meet legal and ethical standards
- Implement campaign evaluation strategy
- Expenditure data is evaluated to determine effectiveness in relation to budget
- The media program is evaluated to determine performance against the objectives of the media plan
- The creative strategy is evaluated in terms of copy content, creative execution and effectiveness of the finished advertisement
- The interactive effect of all the elements in the advertising campaign is evaluated to determine the overall effectiveness of the advertising campaign
- Utilise advertising effectiveness data
- The results of evaluations of advertising effectiveness are used in the analysis and planning phase for subsequent advertising
- Expenditure information is used to improve the budget planning process
- Feedback on the advertisement itself is used to provide ideas for future advertisements and to improve advertising copy
- Media performance information is used to determine whether alternative media approaches would yield better results
- Differences between planned and actual accomplishments are used to define problems to be addressed in the next planning phase