Measuring Effects & Value of Communications Campaign

Monday November 3, 2008 by Joanne C. Dickinson

I'm not at all comfortable with the choice of words my internal customer proposes for questions and scales to evaluate the value and effectiveness of a major communications campaign to promote participation in a key program. We are being asked to backtrack into people's memories 6 months to measure the effects and value of this effort on them, what components we should change, and the possibility of their future participation.

Can someone please refer me to some best practices scales or
better questions about impact of promotion and likelihood on future attitudes and behaviors?

Examples of questions that I believe are too vague and misdirected:

Please rate your overall reaction to the communications you received

What do you believe was the reaction of your membership to information you provided to them

Prior to this promotion how familiar were you with the program?

After seeing the campaign and/or being contacted, how have your impressions changed?

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