Campaign Program Evaluation
Course covers communication campaign evaluation, before during and after the campaign period. Focuses on systematic qualitative, quantitative, and observational methods appropriate to guide campaign planning, make mid-course corrections to messages and media mix and to assess post-campaign effectiveness.
- Evaluate effective communication campaigns by conducting summative research.
- Conduct research of measurement media metrics and media objectives, and implement in a forward-looking plan.
- Establish the return-on-investment and/or break-even analysis and effectiveness of communications programs.
- Compare measurement and evaluation plans for traditional and new media.
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