COMM 3303 Study Guide - Final Guide: Randomized Controlled Trial, Social Marketing, Marketing Mix
15 Apr 2016
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15 developing a plan for monitoring and evaluation. Monitoring: refers to measurements conducted after you launch your social marketing effort, but before it is completed. Purpose: to help you determine whether or not to take midcourse corrections to ensure you reach your marketing goals. Evaluation: measurement and final report on what happened that answers the question did you reach your goals for changes in behaviour, knowledge or attitudes? . 5 major components of an evaluation plan (p. 424-p. 441) Program activities conducted to influence audience to perform a behaviour. Indicators that show levels of impact on the social issue. Value of changes in behaviour + calculated rate of return on spending. Resources to develop, implement, and evaluate the campaign. Quantification of resources crucial for roi: money, staff/volunteer time and hours, existing materials used, existing partner contributions, distribution channels used. Represents how you utilized the program inputs: number of materials + media channels.
