ࡱ> Root EntryRoot Entry FfWFk&Data 1TableMcMacros ҈WFkYWFkLK  !"#$%&()*+,-./013456789:;<=>?@ABCDEFGHIJNOPQRSTUVWXYZ[\]^_`abcdefghijklmnopqrstuvwxyz{|}~CompObjjObjectPool WFk WFkWordDocument2)0MSDigSig(Author)$'@SummaryInformation( H<DocumentSummaryInformation8VBA҈WFkYWFkPROJECT   !"#$%&'()*+,-./0123456789:<=>?@ABCDEFGHIJKLMOQRTVWXY[\^_`abcdefghijklmnopqrtuvwxyz{|}~՜.+,D՜.+,X px  /(G( Marketing Campaign Evaluation Title 8@ _PID_HLINKSA`?omsbp://-r:1A50C702/Oh+'0< 8D ` l x Marketing Campaign EvaluationMiarkMicrosoft Corporationluicr campaign.dotporMicrosoft Corporationlu9crMicrosoft Word 9.0o@ @NXd@֊Ad@4$G`:VT$m &WordMicrosoft Word   @Times New Roman*wgw~ = - 2  05/19/98   2 w 5 '@"Tahoma *!w*wgw * - - !6-   2    - - ' - !6-  72  Marketing Campaign Evaluation       2    - - ' - !l-  - !lJ - - !-- !-- !-- !_ -- !_ -- !l-- !l_ -@"Tahoma !w*wgw - 2 = a '2 o  For a well   2 o; -o 2 oGR rounded analysis of your campaign's success, consider the following five criteria:               2 o o ' 2  o '- !4-- !4-- !4_ -- !6-- !6_ -- 2  SALES FIGURES   2  A '- !X-- !X_ -2 V 1. 2 V .+[2 V5 Percentage of growth (comparing grosses from the same        +2 V seasons or cycles): (     2 V s ' 2 a %s( 2 a s '- !h$-- !h$_ -2  2. 2  .+"2  This percentagel   2  h '@"Tahoma !w*wgw -- 2  ?# 2  (-2 <  Did not meet    2  i 2  i '- 2  ?i# 2  i(-2  met 2  e '- 2  ?e# 2 @ e(-2 h exceeded 2  x '.2  financial expectations.     2 ,  i '- !h-- !h_ -2 & 3. 2 & .+12 & Increased sales are from:     2 & n 2 & n 2 & n '- 2  ?n# 2  n(-2 1  new customers  2 1 e '- 2 7 ?e# 2 Z e(-12 1 old customers buying more      2 1D l '- 2  ?l# 2  l(-2 1 both 2 1K o '- !h-- !h_ -2  4. 2  .+2 X Other reasons for increased revenues not associated with advertising, such as a stronger                2   economy:  2 h e ' 2  e ' 2  e - !-' 2 D e - !7-- !t-'- 2 } e '- !L\-- !L\_ --"2  MARKETING GOALS  2  A '- !W-- !W_ -G2 ( Reexamine your original marketing goals.          2 d e '- !2-- !2_ -2 c 1. 2 c .+F2 c' Are you grabbing the market you wanted?.        2 c r '- !h1-- !h1_ -2  2. 2  .+Y2 4 Is this the most profitable market for your company?            2 k . '- !h-- !h_ -2 3 3. 2 3 .+ 2 3 H._2 38 ave you increased your market share? If so, by how much?           2 3 . '- 2 o .- !-- !_ --)2  ADVERTISEMENT CONTEN  2 ] TD 2 q D '- !W-- !W_ -2 # 1. 2 # .+ 2 # W."2 # hatF2 #Q' do your ads communicate to the public?          2 # d '- !h-- !h_ -2  2. 2  .+2 j Are the ads fulfilling their purpose (such as educating your customers, or boosting your company's image)?                     2  . 2  . '- !hY-- !hY_ -2  3. 2  .+v2 G Does your target market understand and respond to your central message?            2  . '- 2 / .- !-- !_ --2 ~  MEDIA MIX  2 ~l E '- !XY-- !XY_ -2  1. 2  .++2  If you are using more     ^2 ^7 than one medium, which seem to be the most successful?c               2 & f '- !h-- !h_ -2 K  2. 2 K  .+M2 K , Are you reaching your audience often enough?          2 K  . '- !h -- !h _ -2  3. 2  .+2 W Compare sales and inquiries each medium generates (there may be a little ambiguity here                     2  .82  a customer may be acting on a          '@2 # direct mail coupon but already feel        U2 <1 comfortable with your company due to radio ads):             2  . '- ! -- ! _ --2   Media 2   e '(2   Number of Inquirieso    2   e '"2   Number of Salesr   2  w e '- ! -- ! -- ! -- ! -- ! p-- ! r-- ! _ -- !2 -- !2 -- !2 p-- !2 _ - 2 P  e ' 2 P  e ' 2 P  e '- !G -- !G -- !G -- !G -- !G p-- !G r-- !G _ -- !2I -- !2I -- !2I p-- !2I _ - 2  e ' 2  e ' 2  e '- !{ -- !{ -- !{ -- !{ -- !{ p-- !{ r-- !{ _ -- !2} -- !2} -- !2} p-- !2} _ - 2  e ' 2  e ' 2  e '- ! -- ! -- ! -- ! -- ! p-- ! r-- ! _ -- !2 -- !2 -- !2 p-- !2 _ - 2  e ' 2  e ' 2  e '- ! -- ! -- ! -- ! -- ! p-- ! r-- ! _ -- !3 -- ! -- ! -- ! -- !3 -- ! -- ! -- !3 p-- ! p-- ! r-- !3 _ -- ! _ -- ! _ -@Times New Roman*wgw  -System    -                           08 *H )0%10 *H 0g +7Y0W03 +70%7)O•0 0 *H NaeCZf]?00)ъĽ5ǛSV0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.00  *H 0. h|,-.  WSu3* [4 Z%}XsjxqX)X^-bXq"X/6MJ;"V~!lJGj6 -Ӵ90  *H :>{թy=q#+(ߌe,ZbVkbEƢ5"r-| CMlX 5ʉp*}a qfbB="2"d$006C!FXF%`0  *H 010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.0 970512070000Z 991231070000Z01'0%U VeriSign Time Stamping Service10U VeriSign Trust Network1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.10U VeriSign, Inc.10UInternet00  *H 0aGܴ^i b1FI:?xZcEO n06- o' Q`5OTOз,B Ѝ^㖴"IBlӘV.:X"e匫xGBh[-}0  *H m`_i{p+b#D Q#tI'\q5+ൖ苧KsH ڋ %VNGWF8V!&;-%2Λ@GmGv0;~*1+ݰUApF-,~0 0 yfnжneq0  *H 0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA0 980416000000Z 990416235959Z0]10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CA1F0DU =www.verisign.com/repository/CPS Incorp. by Ref.,LIAB.LTD(c)961>0<U 5Digital ID Class 3 - Microsoft Software Validation v21 0 UUS10U Washington10URedmond10UMicrosoft Corporation10U Microsoft Corporation0 0  *H  0&dm{AO o*q.S26h5IؖeS zpm̳*02X|k%gw #1b0^0u0a10UInternet10U VeriSign, Inc.1301U *VeriSign Commercial Software Publishers CAyfnжneq0 *H 0 *H  1  +70 +7 10  +70 *H  19xa*< p,0 +7 10~<:Marketing Campaign Evaluation>q}C˥zeK4tt`Fֱƞ>qE04߳ 7''Da^+WČM5~R00 *H  100010U VeriSign Trust Network10U VeriSign, Inc.1,0*U #VeriSign Time Stamping Service Root1402U +NO LIABILITY ACCEPTED, (c)97 VeriSign, Inc.C!FXF%`0 *H Y0 *H  1  *H 0 *H  1 981125023052Z0 *H  1xH _Ea)0  *H j[ȹ(Nv~(9egđI3Y1!$&@<51K+L+& +%G 7C@iW>M^=ʴaQlmDAS0_t GVD;?٩0P/   bjbj )0"gp p p p p p p  TTT8 | 1^ 6LLL'Ry]]]]]]]$/` Ob]p ''][p p LL][[[Lp Lp L;0! p p p p ][[+ 2p p 9L ЂX Tj84 9^01^84c[c 9[[Microsoft Business PlannerGo to Article :  HYPERLINK "msbp://-r:1A50C702/" Evaluating Your Marketing and Advertising Campaign Marketing Campaign Evaluation Use this worksheet to evaluate the success of your marketing campaign. Adjust this form as necessary to meet the needs of your company. Note: When you save this template as a document, note the document's file name and location. To edit the document next time, you must open it using Word. Every time you open this template from Microsoft Business Planner, a new document is created. Microsoft, 1998.  Marketing Campaign Evaluation For a well-rounded analysis of your campaign's success, consider the following five criteria: Sales figures Percentage of growth (comparing grosses from the same seasons or cycles): %This percentageDid not meet metexceeded financial expectations.Increased sales are from: new customersold customers buying morebothOther reasons for increased revenues not associated with advertising, such as a stronger economy: Marketing goalsReexamine your original marketing goals.Are you grabbing the market you wanted?Is this the most profitable market for your company?Have you increased your market share? If so, by how much? Advertisement contentWhat do your ads communicate to the public?Are the ads fulfilling their purpose (such as educating your customers, or boosting your company's image)? Does your target market understand and respond to your central message? Media mixIf you are using more than one medium, which seem to be the most successful?Are you reaching your audience often enough?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):MediaNumber of InquiriesNumber of Sales Creation processWhen 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 ropesHire an ad agency to help me Ideas for improvement   DATE \@ "MM/dd/yy" 05/19/98 ,-NOP,0$%789:)^z Jrs' ) 8 9 f g 2 n o   W X n mHnHu5;;OJQJ5h0J5>*B*CJph0J5 0J5>* 0J'B*phjU jU5<@,+,$%8xrrrlc %$$Ifa$%$If%$$dIfN&$$dIfN$$If#$If]$$IfTl+0*04 la$If  89:;YZ0f$$IfTl+0*   04 la$If]$$IfTl+0*04 la%$IfZ[@8$If$If$If^$$IfTl4)(*04 la$If)7;D]{$If$If$Ifq$$IfTl40Q!)!l04 la]^zT(NHHH$If$If$$IfTl4rv Q!) o04 la    ga[[[U$If$If$If$$IfTl4\ ]Q!)  l04 la IJrsD~\$If$If  & F'$If$If$If^$$IfTl4)(*04 la( ) 8 9 f g (,8z0  & F)$If$If$If$If^$$IfTl4)(*04 la  & F($If g 2 3 9 M ] $If^$$IfTl4)(*04 lah$If^h`] ^ _ ` a b c d e f g h i j ztttztttztttz$If$$IfTl40F )  0    4 la j k l m n p trl$If$$IfTl40F )  0    4 la$If   W <=7=D7$If\$$IfTl4)(*04 la  & F*$If\$$IfTl4)(*04 laW X n $If$If\$$IfTl4)(*04 la }twqkkkkw$If$If$If$$IfTl4Fv ) 80    4 la Z^Z\$$IfTl4)(*04 la' 0&P/R / =!8"8#$%  FMicrosoft Word Document MSWordDocWord.Document.89qThisDocumentThisDocumentAutoNewAutoNewID="{93A7DDC2-8402-11D2-9E40-00C04FB160FE}" Document=ThisDocument/&H00000000 Module=AutoNew Name="TemplateProject" HelpContextID="0" VersionCompatible32="393222000" CMG="6E6CA8BFB8C141C541C543C743C7" DPB="FBF93D32CB33CB33CB" GC="888A4E514F514FAE" PROJECTwm AdirAutoNew s__SRP_0]D( i0@0 Normal_H mH sH tH d@d Heading 1 $ & F1$d8<@& 5;CJKHOJQJhtH uRR Heading 2$ & Fd8<@&5CJOJQJNN Heading 3$ & Fd8<@& CJOJQJNN Heading 4$ & Fd8<@& CJOJQJJJ Heading 5 & Fd8<@& CJOJQJJJ Heading 6 & Fd8<@& CJOJQJJJ Heading 7 & Fd8<@& CJOJQJNN Heading 8 & Fd8<@&6CJOJQJN N Heading 9 & Fd8<@&6CJOJQJ<A@< Default Paragraph Font,@, Header  !rr Temp_Letter body. >LP R&@Vd]VOJQJhtH ubb Temp_Letter_addressd8x P 5CJOJQJhO"h temp Header# LVd8<-D 1$]V5B*CJOJQJhtH u^O2^ Temp Normal 2 >LVd]VCJOJQJhtH u\OB\ Temp Header1 LVd]V5CJOJQJhtH u,O1R, TempNormal 1@OAb@ Temp Header 2Zd\]Z;lrl Temp Header3&Vd%d&d 'd-D]V5B*CJOJQJhtH uHAH Temp Header Total$ La$5@O1@ temp Check box  & F5KH(ll Temp_Letter List( & F h>LVd]VOJQJhtH uHV@H FollowedHyperlink5>*B*CJOJQJO Product title4 R&@Zd\$d%d&d'd-D]Z5<B*CJ OJQJhtH uBOAB Temp_Fill in_Bold&d(dDD Temp_Fill in_Light ^5@@ Body text-sbl1$CJhtH u8Z8 Plain Text OJQJtH uHH Text!$d`a$B*CJ_H mH sH tH 2"2 Julie"CJOJQJtH urO2r NonPrint_heading #Vd%d'd-D ]V5<B*CJOJQJhtH ulOBl NonPrint_Hyperlink $Vd%d'd-D ]V5<B*CJOJQJ^OR^ NonPrint_text %Vd%d'd-D ]V<B*CJOJQJ@O1b@ NonPrint_TemTitle&d\CJ(U@q( Hyperlink>*B*0,+,$%89:;YZ[)7;D]^z     IJrs()89fg239M]^_`abcdefghijklmnpWXn#0$$&%%%0%%%0000000 00 0   0 0   0 000000' 00 00 0000( 00 00 0000) 00 00 000000000000000000000000* 00 00 00 0 0 00000000000@0!!!!!$ 8Z]g ] j W   ,OX$8@0(  B S  ? 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