Assignment - Evaluating a Marketing Campaign

Choose an advertising campaign of a product or company with which you are familiar.

Write a paper of approximately 750 words 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.

Format your paper using West Writing Style Handbook guidelines.