EVALUATION

Chapter 14
Magda Harahap, MA
 PURPOSE
• Were our efforts successful?
• Was the value of what is achieved worth the
time and money spent
• Where do we go from here?
 PLANNING EVALUATION
• Include evaluation plan while planning the
campaign
• Create benchmarks pre campaign and post
campaign
• Fit measurement tools to measure objectives
 WHAT TO EVALUATE
• OUTPUTS: did we get the coverage we wanted
• IMPACT: did our target audience see,
understand and believe the message
• OUTCOMES: did the audience
behavior/attitude change?
 MEASURING OUTPUTS
• How many news/ articles were written
• How many reporters attended the media
event
• How many gross impressions were generated
by the media coverage
• How many hits the web site
MEASUREMENT OF MEDIA COVERAGE

QUANTITAVE:
• Share of voice
• Media name and date
• Reporter
• Spokesperson quoted
• Favorable mention
• Key message mention
MEASUREMENT OF MEDIA COVERAGE

QUALITATIVE:
• Tone of the written material
• Message communication context
• Positioning on issues
OTHER OUTPUT MEASUREMENTS
ADVERTISING EQUIVALENCY
• The cost of reaching the total media
impression achieved is compared to cost of
advertising.
• This however can be misleading because lets
say a half page article may mention the brand
once, but a half page ad is all about the brand
OTHER OUTPUT MEASUREMENTS
SPECIAL EVENTS
• Attraction efficiency: number of attendees
visited booth vs number of target audience at
event
• Contact efficiency: number of target audience
visited booth and then contacted vs number of
target audience visited booth
• Conversion efficiency: number of leads vs
number of contacts
 MEASURING OUTCOMES
Measurements of outcome is to improve the
numbers that drive business:

• Increase purchase intent

• Increase loyalty, etc
• Increase revenues and profits
 MEASURING OUTCOMES
OUTCOMES CAN ALSO MEASURE
• Increase of awareness
• Change of attitude or behavior
• Increase value of relationship

Method is usually quantitative research which is

also investment for company
 RETURN ON INVESTMENT
Calculating ROI:
Rp 300 mio in MPR campaign resulted in Rp 3
billion in revenue, so profit contribution is Rp
2.7 billion.
However, do you see a problem with such
calculation?