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.

1. MARKETING COMMUNICATION Campaign EvaluationPresentation FlowWhatto Evaluate?

2. When/How to Evaluate?

3. Evaluation Techniques

4. RecommendationsSatyam Arora

5. WHATTO EVALUATE?Formative (Front-end) Objective: To Assess strength/weakness during/before the projectTarget audience perception towards the issue?

6. What message work with what audience?