You have been retained by the Australian Government to provide an evaluation of the Agriculture, Water and the Environment’s National Recycling campaign which ran in 2021-22. The client is going to continue the campaign in 2023 and they would like a complete evaluation of media decisions in the previous phase to inform the next phase.
You are required to provide an evaluation of the elements and the integration and suitability of these of this media campaign.
Considerations to include are:
Who was the target audience?
What do you know about their media consumption behaviour? this will require additional research on media consumption behaviour.
What were the objectives of the campaign?
How does that fit with the target audience and what does this mean for the use of media?
Were the mediums chosen appropriately for the target audience? in this step, think about the pros and cons of the mediums for the target audience and your knowledge of their media consumption behaviour Were the mediums optimal for the objective?
Consider the pros and cons of the mediums used. in this step, dive deeper into the mediums and their suitability for the objective given the other mediums available, i.e., evaluate the mediums used vs alternatives that you think would be more optimal What media vehicles were used? Were they appropriate? you may not always be able to find all the details on the media vehicles of this campaign.
This may require secondary research to evaluate.
What were the scheduling and timing approaches? Was this appropriate? you may not always be able to find all the details on the scheduling and timing of this campaign.
This may require secondary research to evaluate, at a minimum the time of year can be used to evaluate. Based on your analysis of the previous campaign what recommendations would you make for a future media campaign?
