Campaign Evaluation: Marketing Strategies for Campaign Analysis

This report focuses on campaign evaluation and marketing strategies. It explores the use of various media, including magazines, radio, and point-of-sale locations, to assess campaign effectiveness. The study analyzes the attitudes of the target audience (women aged 30-54) through post-campaign surveys and behavioral observations. The report highlights the importance of direct communication and the need for clear communication of campaign purposes to improve results. It also emphasizes the importance of targeting specific segments and following up on test results. The report references academic sources, and provides recommendations to improve the effectiveness of future campaigns.

Evaluate campaign
effectiveness

Post testing techniques to evaluate
campaign effectiveness
 The questionnaire method was used after the conduction of the campaign to evaluate
its effectiveness. The attitudes of the women were also analyzed through their
behaviors. It targeted the working married females under the age group of 30-54 ,
with or without kids.

The media evaluation techniques
used in the campaign
• The campaign made use of the media evaluation techniques such as
magazines , radio .
• The place based media such as grocery stores , retail centers , coffee shops
and health clubs The WHSP website
• Hospital websites
• Events and seminars
• For the follow up of the effectiveness of the campaign, 65 % / 3.0 budgets
were allowed.
• 62 % of women ranked magazine as their 1st source of information for the
healthy eating habits. , health and the overall well-being.
• More than 50 % of the health managers listen to the radio everyday. They
rely on the radio and keep them near them.

Alternative media approaches
for better results
All the possible media approaches have been used . As alternative media
approaches, direct communication would be most helpful (Sallis, Owen and Fisher
2015). The clear description of the campaign purpose would help to bring in
better results in future (Ashley and Tuten 2015)
The direct communication helps to clarify the purpose , the importance and
necessity of an event. The level of support from the part of the people is
increased .

Recommendations
 The details about the dynamic segments need to be targeted in order to increase the
conversion rates.
 The increase in conversion can be obtained by clear follow up of the test results.

Reference
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An
exploratory study of branded social content and consumer engagement. Psychology &
Marketing, 32(1), pp.15-27.
Sallis, J.F., Owen, N. and Fisher, E., 2015. Ecological models of health behavior. Health
behavior: Theory, research, and practice, 5, pp.43-64.