Choose an advertising campaign of a product or company with which you are familiar.
- Write a paper of approximately 750 words (about 3 pages typed and double spaced, excluding title page and reference page) outlining the criteria you would use to evaluate the effectiveness of the campaign. Your evaluation plan should include all of the following:
- A description of approximately 100 words outlining the campaign in the introduction of your paper.
- A description of the types of evaluations you would use to determine the effectiveness in approximately 400 words. Include responses to the following questions:
- What types of message evaluations would you suggest?
- What types of online evaluation metrics would you use?
- What types of behavioral evaluations would be appropriate?
- A discussion about how your suggested evaluation methods could help the company achieve short- or long-term results in 250 words.
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