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MARKETING CAMPAIGN EVALUATION WORKSHEET



For a useful analysis of your campaign's success, consider the following criteria:






SALES FIGURES 

1.  Percentage of growth (comparing before and after the campaign):
 
%


2.  This percentage
Did not meet  
Met
Exceeded
  Financial expectations.

3.  Increased sales are from:   
new customers
old customers buying more
both

4.  Other reasons for increased revenues not associated with advertising, such as a stronger economy:





MARKETING GOALS

1.  Reexamine your original marketing goals.


2.  Are you grabbing the market you wanted?


3.  Is this the most profitable market for your company?


4.  Have you increased your market share? If so, by how much?


ADVERTISEMENT CONTENT

1.  What do your ads communicate to the public?


2.  Are the ads fulfilling their purpose (such as educating customers, or boosting company's image)?  

3.  Does your target market understand and respond to your central message?


MEDIA MIX

1.  If you are using more than one medium, which seem to be the most successful?


2.  Are you reaching your audience often enough?


3.  Compare sales and inquiries each medium generates (there may be a little ambiguity herea customer may be acting on a direct mail coupon but already feel comfortable with your company due to radio ads):


Media
Number of Inquiries
Number of Sales

















CREATION PROCESS

When you created your ads, were materials delivered on time? If not, why not?


Were materials delivered on budget? If not, why not?


Did the campaign consume too much time, keeping you from running your business?


Next time, would you:
Do it myself again, now that I know the ropes
Hire an ad agency to help me


IDEAS FOR IMPROVEMENT








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