This document discusses evaluating marketing communication campaigns. It outlines what should be evaluated like formative evaluations to assess audience perceptions and message effectiveness. It also discusses when and how to evaluate, including outcome and impact evaluations. Evaluation techniques are presented, such as econometrics, RFID, and eyetracking tools. Recommendations include computing corporate equity changes, evaluating source factors, message strength, media strategies, and budgeting. Pre-testing and publishing case studies are also recommended.

2. When/How to Evaluate?

3. Evaluation Techniques

4. RecommendationsSatyam Arora

6. What message work with what audience?

8. Number of people reached

10. Any behavioural change

12. Any system-level changeSatyam Arora

13. WHEN/HOWTO EVALUATE? Satyam Arora

17. It is inexpensive and complements it’s credential by adding realism.

18. IBM, American Express and Cisco are some of the clients.EVALUATION TECHNIQUES Online assessment of Campaigns are getting prominent. Itest assessment, MetrixLabs, etc. have come up with various measurement techniques to measure you Brand related issues. Satyam Arora

20. Other Important Measurements:

21. Source Factors: Who is speaking for you?

22. Message Variables: Is your message strong enough to create the pull?

23. Media Strategies: Which media and why?

24. Budgeting Decision: Anticipation of Investment and Output.

25. Pre-tests are important from Cost Standpoints- whether it be Actual Cost or Opportunity Cost.

26. Publishing Case Studies is a good means of reaching out to Potential Employees. (Via B-Schools, MDPs, etc.)

27. Social networking sites have their own Evaluation Mechanism.

28. Continuity/Innovation always helps.Satyam Arora

29. Thank You! Satyam Arora