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Elements and Performance Criteria

1. 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
2. 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
3. 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