Elements and Performance Criteria
- Develop a campaign evaluation strategy
- Ensure the evaluation strategy defines standards and measurements by which the effectiveness of the advertising can be measured and improvements identified
- Establish a strategy which contains specific performance standards for each element of the advertising campaign as well as the overall outcome
- Ensure the strategy includes the evaluation of the legal and ethical standards acceptable for the advertisement/s
- Include processes in the strategy for correcting advertisement/s that do not meet legal and ethical standards
- Implement campaign evaluation strategy
- Evaluate expenditure data to determine effectiveness of the campaign in relation to the budget
- Evaluate the media program to determine performance against the media plan objectives
- Evaluate the creative strategy in terms of copy content, creative execution and effectiveness of the finished advertisement
- Evaluate the interactive effect of all the elements in the advertising campaign to determine the overall effectiveness of the advertising campaign
- Utilise advertising effectiveness data
- Use the results of evaluations of advertising effectiveness in the 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 the next planning phase