The evaluation stage of a campaign is equally important as the other stages of marketing. It entails assessing what campaign methodologies worked and those that did not work and also analyzing if objectives get met. The findings of this evaluation also help as guides for future campaigns. Developing objectives that are relevant and realistic during the planning phases of the campaign is important to post campaign evaluation. This paper seeks to discuss how effective the campaign has been considering if all the objectives get met. It also tries to evaluate if the campaign methods used were relevant and resources provided allocated wisely.
The team tasked with the six-week campaign decided to use various evaluation techniques for more realistic and comprehensive reports. The campaign evaluation can be done in three phases namely: pre-campaign evaluation, evaluation during campaigns and post-campaign evaluation. These evaluation phases can be aimed at identifying strong campaign strategies and improving on those that are not strong. Those campaign strategies that seem unsuccessful as expected should be replaced by effective ones recommended by marketing results. It can be possible to carry out a qualitative stage first to attain in-depth knowledge of the message that the campaign conveys. It will also be necessary that the qualitative evaluation phase gets followed by a quantitative evaluation phase. This phase can be helpful in measuring how a campaign performs and if it reached the target market (Sandhusen, 2008).
The campaign evaluation objectives can be: to measure the receptiveness to the campaign and also its impact. It should also be able to evaluate whether the campaign conveyed the intended message. The components of the content in the various campaign strategies also should be evaluated to check whether they get fit or not. Also, other campaign options, which are potentially cost effective and successful, should be recommended for future campaigns. Various measures can be used to test the campaign effectiveness, and if it were able to reach the intended market as deep as possible (Cant, 2006).
Measures used to evaluate the campaign
The following are the measures used to evaluate the campaign: When and what to measure – This technique tries to analyze the campaign effectiveness since the time it got introduced. This is a brilliant way of assessing the impact of a campaign and allows the campaign team to change tactic quicker if there is ineffectiveness in the ones, they are using. The technique also evaluates individual campaign method giving its strength and weaknesses (Donaldson, 2009).
Measuring using sales – sales growth is also an effective way of measuring the effectiveness of a campaign strategy. This is because it increases in sales can be attributed directly to efficient campaign strategies.
Identification with the brand – It is very important for a company that its customers are able to differentiate other products and theirs. This is because the quality of a product is able to be maintained and any counterfeit products can be identified easily. Thorough campaign strategies like broadcast, magazine, and radio used will guarantee a higher level of identification with the brand (Donaldson, 2009).
Understanding the message – This method of evaluation can analyze whether the message conveyed by the various campaign methodologies got understood. This type of test should be done at the early stages of the campaign to assess if the market understands products getting sold.
Degree of mobilization – This is able to test if the correct campaign strategies get used and that the intended results of the campaign get achieved. Market mobilization is vital in advertising as it notifies the market of a product. The campaign techniques used such as advertising, social media and radio can mobilize a large percentage of the market.
Identification with the target market – This technique of campaign evaluation can analyze if the campaign methodologies used reached the target market. The campaign strategies used like advertising should be able to reach the intended market of adults. Other campaign methodologies used like social media and broadcast can also be able to reach the intended market because of its penetration level.
Attractiveness and involvement – All the campaign strategies should have the element of attractiveness and involvement. If a campaign method lacks these two important elements, then its success would not be guaranteed. The secret of an advertising technique is that it should be able to attract attention. The techniques used broadcast, radio, and advertising and on social media platforms should be very attractive as a large percentage of the market gets exposed to at least three methods.
Purchase intention – A few of the outstanding features of hybrid cars is that they are environmentally friendly. It also incorporates electronic and mechanical features into it. All the campaign strategies used were able to advocate for the conservation of the environment by purchasing the car and also the advancement of technology in it. The purchase intention of the product is genuine and combined with the relatively cheap prices and the vibrant campaign strategies are able to guarantee huge success in advertising (Cant, 2006).
When developing an environmentally friendly product, it can also be vital to incorporate other competitive aspects in it. When advertising the product one should be able to note that sales get made irrespective of its eco-friendly features. More vigorous advertising techniques should be used in the future and also allocating more funds to social media platform since the internet is an upcoming means.
The campaign strategies used met the objectives set by the team and can be found to be effective. In future campaigns, more strategies also should be introduced to ensure market expansion.
Cant, M. C. (2006). Marketing management. Cape Town, South Africa: Juta.
Donaldson, W. (2009). Marketing. Cape Town: Pearson Education South Africa.
Sandhusen, R. (2008). Marketing. Hauppauge, N.Y: Barron's Educational Series.