Please read the assigned reading article on
The Other Hangover
campaign linked above and answer the following questions regarding campaign evaluation:
1. Considering the results outlined in the case study, did the evaluators of “The Other Hangover” campaign create useful measures for the success of the project? Why?
2. Was their evaluation design, which utilized a series of longitudinal online surveys of University undergraduates who were exposed to the campaign, a fair approach in gauging student reactions and attitudes toward the campaign? What other types of evaluation efforts could have been conducted?
3. Considering the results of the evaluation, should the campaign organizers declare that the project was indeed a success?
4. Realizing binge-drinking isn’t likely to be eliminated through a single campaign, how should “success” be defined when thinking about a campaign like “The Other Hangover”?
Length: 2-4 pages, not including references.
Format: Times New Roman 12-point font or Arial 11-point font, double-spaced, 1” margins.
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Relevant Book Chapter: Ch.8 Evaluation
The last step of the public relations process, evaluation. These techniques take place after the campaign — not necessarily after the campaign is completely finished, but after one campaign cycle. It helps you measure the success of your campaign and provides feedback for changes that need to be made to your campaign in the future.
The success of a program is directly related to the extent that various objectives in the plan were met. Thus, objectives are a prerequisite for evaluation. All key publics should be considered within those objectives. Some key questions for the practitioner are: (1) was the activity or program adequately planned; (2) did recipients of the message understand it; (3) how could the program strategy have been more effective; (4) were all primary and secondary audiences reached; (5) was the desired organizational objective achieved; (6) what unforeseen circumstances affected the success of the program or activity; (7) did the program or activity fall within the budget set for it and (8) what steps can be taken to improve the success of similar future activities? And we don’t have to wait until the end of the public relations program to determine how it will be evaluated.
The book chapter discuss three different levels of evaluation measurement: 1) Media production + distribution; 2) Measurement of Attitudes and Opinions, and 3) Measurement of Behaviors. It's important to note when each type of evaluation takes place so you can plan and budget accordingly.