Table 10.1 Objectives set at one of three levels

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Table 10.1 Objectives set at one of three levels
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Table 10.2 Examples of objectives
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Figure 6.1 Impact of a business on its
environment Source After Peach 1987 191193
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Figure 6.3 Corporate social responsibility
pyramid Source After Carroll 1991
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Table 6.2 An application of the stakeholder
responsibility matrix to a small clothing
manufacturer
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The Seven Cs of Communication

• Credibility
• Context
• Content
• Clarity
• Continuity and Consistency
• Channels
• Capability

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Evaluation - After the Campaign

• Summative evaluation is conducted when the
  campaign is over and the result is known. Try to
  learn from both mistakes and success.

• Post-campaign surveys.
• Number of media hits during the campaign.
• Focus group research.

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Evaluation - During the Campaign

• Formative evaluation is attempted throughout the
  campaign to determine if the messaging has the
  desired effect.

• Question-gathering
• Small focus groups to test concepts.
• Taking the temperature of how the campaign is
  received.

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Table 7.3 Understanding corporate
slogans Source Data from Endmark International
Namefinding, August 2003, from www.wuv.de/daten/un
ternehmen/charts/092003/779/