Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 9 : Principles of Social Marketing

Evaluation

Evaluation is to create accountability. It given an opportunity to prove that the program has made a difference. If done well the evaluation activities also help to improve the program while it is being implemented as well as in later activities. Three levels of evaluation is suggestive in social marketing programme. They are formative evaluation, process evaluation and summative evaluation.

Balch and Sutton suggested three simple questions pertaining to each level of evaluation.

Formative evaluation – what should we do?

This question continues all through the first four steps.

Process evaluation – How are we doing?

This occurs during implementation

Summative evaluation – Did we do it?

This occurs during evaluation phase.

Answering these three questions will provide the impact of the programme in terms of behavior change or outcomes.

These changing trends centralizing the Customer for orientation, care, satisfaction, value and value management are pushing commercial market in to social market management for effective commercialization of their products.