A marketing communication plan is not complete until its effectiveness has been evaluated! If there is no proof a campaign worked, why would companies continue to spend money on brand communication?Read about the campaign from non-profit LiveWell Colorado to promote healthy behavior changes on pp. 559 - 560 of the textbook and It's a Wrap on pp. 581 - 582 and respond to the following questions:

1. Explain what is meant by saying the point of this campaign is to build a brand relationship.
2. How did this campaign succeed in that objective?
3. How was effectiveness determined?
4. If you were on the marketing team and were asked to develop a broader set of evaluation tools, what would you recommend and why?