MKTG3033 Chap.9 Campaign Measurement and Evaluation
Campaign Measurement and Evaluation
Week 9 closes the planning cycle with one question: how will you know the campaign succeeded? This chapter separates outputs, out-takes, outcomes and impact, and reads the NHS Blood and Transplant Missing Type case level by level, from 97% key-message delivery to 57,000 registrations against a 40,000 target.
It works the percentages and conversions an evaluation question asks for, treats correlation with care, and sets out the published rubric bands for the weekly strategy reflections. Practice items test classification and what to add to a reach-only report.
What this chapter covers
- 01
Outputs, out-takes, outcomes and impact
- 02
Planning evaluation at the start
- 03
The Missing Type donor campaign
- 04
Performance against target and baseline
- 05
Correlation versus causation in results
- 06
Reflection rubric bands
Worked example · free
Judging what the key-message results say about media coverage
- +1Classify: both are outputs, because they describe what the media content contained.
- +1Compare: 97% this year against 81% the year before (97 − 16) shows the spokesperson strategy improved message delivery.
- +1Limit: carrying the message does not prove that readers registered; that needs the outcome figures.
- +1Link: the 78% share for the decline message suggests the problem frame dominated coverage, which should be read alongside registration outcomes.
Key terms
- Outputs
- What a campaign produces and places, such as coverage volume, posts and key-message delivery.
- Outcomes
- Changes in the audience’s awareness, attitudes or behaviour that the campaign set out to achieve.
- Impact
- The organisational result that follows from outcomes, such as meeting a supply or revenue target.
- Barcelona Principles
- An industry statement of communication measurement principles, version 4.0 of which is linked in the Week 9 module.
Campaign Measurement and Evaluation FAQ
What are out-takes in communication evaluation?
Out-takes sit between outputs and outcomes. They are what audiences take from campaign content, such as engagement, shares, hashtag use and website visits. In the Missing Type case, over 19,000 social posts and 11,000 website visits were out-takes, showing people engaged before the registrations that counted as outcomes.
How do I show a campaign met its objective?
Compare the outcome the objective named with its target and, ideally, a baseline. The donor campaign aimed for 40,000 registrations in a month, achieved 47,000 during the campaign period and 57,000 in the month, and also more than doubled the previous year’s campaign-period figure. Report both comparisons.
What earns a High Distinction in the A2A reflections?
The published rubric gives one 85-point criterion. The High Distinction band, 85 to above 75 points, describes insightful, critical application of the week’s concepts, decisions justified with simulation evidence such as personas, metrics and budget allocations, and reflection on how decisions influenced outcomes, with improvements identified.
What does a strong correlation between coverage and registrations prove?
It suggests coverage and registrations moved together, as the donor case found around two dates in June, but correlation alone does not prove that coverage caused the sign-ups. In an answer, describe the pattern, call it evidence consistent with an effect, and say what further evidence, such as a comparison group, would strengthen the claim.
Which evaluation frameworks are linked in the Week 9 module?
The Barcelona Principles 4.0, with a related webinar, and the AMEC integrated evaluation framework, an interactive tool. Both build on moving evaluation from activity counts towards outcomes and organisational impact. The module also links a budget template and an example campaign flowchart.
Exam move
Learn the four evaluation levels with one example of each from the Missing Type case, then practise classifying any list of campaign results quickly. Rehearse the arithmetic of percent of target and conversion rates until you can write each in one line. When you meet a correlation, practise saying what it suggests and what it does not prove.
Finally, write one reflection paragraph in the decision, evidence, result and next-step order the rubric rewards. Write your own one-page evaluation plan for an invented client before the exam, listing one measure at each level. Practise saying in one sentence what each level of evidence can and cannot prove, so that you never present an output as if it were an outcome.
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