PubH 6572
Group Assignment #3: Campaign Monitoring and Evaluation Plan
Due date: March 14, 2022
Introduction:
Campaign tracking and monitoring research is conducted after all previous research to
develop a campaign has been done and the campaign is ready to be launched. The
purpose of this kind of research is to determine effectiveness Do the messages and/or
materials that embody the campaign actually work as intended when implemented? This
kind of research is often described as program evaluation. A program evaluation can be
done as a process evaluation to assess how a campaign is being implemented, or outcome
evaluation to assess whether implementation produces intended (or unintended)
outcomes. Ideally, both types of evaluation will be employed.
We have discussed several good examples of effectiveness evaluation research in this
course. For example, the truth campaign outcome evaluation (see Farrelly et al., 2005 and
Evans et al, 2008 posting under course readings) related campaign exposure using self report
and media rating point (GRP) data to attitudinal and behavioral outcomes. Sessions
10-12 of the course covers these methods in depth, and there are several readings on the
course page to assist in developing this assignment.
The main purposes of effectiveness evaluation are to measure campaign reach, reactions,
effectiveness in achieving communication and behavioral objectives. There are specific
purposes and uses of process and outcome evaluation. Process evaluation is important
because it measures how a campaign is being implemented, whether it is being
implemented as planned, and whether immediate outputs are occurring. In the Valente
text, Chapter 5 provides a helpful framework for thinking about and applying process
evaluation principles.
Outcome evaluation is important because it determines whether the campaign as
implemented achieved its communication and behavioral objectives. Outcome evaluation
measures what effects the campaign has on these outcomes, and the relationship between
exposure to campaign messages and achieving objectives. Valente Chapters 11-12
provide helpful information on design and measurement in effectiveness evaluation.
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