Скачать или смотреть Monitoring and Evaluation - Community Based Marketing chapter 14

Rita emphasized the importance of monitoring and evaluation in program or campaign success, differentiating between monitoring and evaluation, and stressing the need for a structured evaluation plan. She also discussed the importance of measuring inputs, outputs, and outcomes in projects, and the challenges and methodologies involved in measuring the impact of social campaigns. Lastly, she highlighted the need for rigorous research design, reliable data, and the ability to establish causality between campaigns and their outcomes, and the importance of measuring return on investment (ROI) in social campaigns.


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Rita discussed the importance of monitoring and evaluation in program or campaign success. She emphasized the need for a clear purpose and specific results to be measured, and highlighted the importance of considering methods, timing, and budget in the evaluation process. Rita also differentiated between monitoring and evaluation, stating that monitoring is ongoing and tracks progress during the program, while evaluation assesses the overall impact after implementation. She provided examples to illustrate these concepts and stressed the importance of having a structured evaluation plan to define success and provide a roadmap for achieving it.
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Rita discussed the importance of measuring inputs and outputs in projects. She explained that inputs are tangible elements such as financial investment, personnel, and material, while outputs are activities such as the number of flyers distributed or social media posts created. Rita emphasized that outputs provide a baseline for assessing efficiency and effectiveness, and that they must be paired with outcome measures to assess the true impact of efforts. She also highlighted the importance of media coverage, impressions, costs for impressions, cost per click, and the implementation of program elements in digital marketing campaigns.
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Understanding Campaign Outcomes and Impact

Rita discussed the importance of understanding the outcomes of a campaign or program, including changes in behavior, knowledge, attitudes, and awareness. She emphasized the need to assess customer responses to outputs and evaluate the ultimate effect of a program or campaign, which can be challenging due to the distance between the change and the program. Rita also highlighted the need to measure campaign awareness, norm creation, customer satisfaction, partnership, and policy changes. She concluded by noting that impact measures are crucial but difficult to measure due to the distance between the change and the program.
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Measuring Impact and ROI

Rita discussed the challenges and methodologies involved in measuring the impact of social campaigns. She highlighted the need for rigorous research design, reliable data, and the ability to establish causality between campaigns and their outcomes. Rita also emphasized the importance of measuring return on investment (ROI) in social campaigns, which involves calculating the cost associated with the program and the behavior influenced by it. She used examples such as a public health campaign to reduce smoking and a campaign to promote hand washing in schools to illustrate how ROI can be calculated. Rita concluded by stating that ROI is a powerful tool to demonstrate the value of a campaign and its effectiveness.