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Evaluation


Posted on Aug 2017



The success of the marketing and communication campaign regarding the Kraft Singles in meeting the intended business and communication objectives will be measured using different metrics. The first success metric that will be used is determining whether Kraft Singles sales will increase or decrease during and after the campaign. The main objective of the company undertaking the marketing campaign is to ensure that there is an increment in the sales of Kraft Singles brand in the market. When the sales recorded during the marketing campaign for Kraft Singles brand will increase, then, the entire campaign will be termed as a success. Given, the target will be millennial; the sales from this group of target customers should increase for the entire campaign using various communication channels, such as social media to be termed as a successful. Also, after the campaign, if the sales on Kraft Single will continue increasing, then, the marketing campaign will be termed as a success (Farris et al., 2010). However, in the case sales of the target brand will decrease from the targeted customers by the marketing efforts, then, the entire campaign will be concluded as a failure. The campaign will have failed to influence the target customers to purchase the Kraft Singles. This means that the company will have wasted its financial resources on the marketing campaign targeting the millennial if the sales from the brand will decrease or remain unchanged.

            The second set of performance measurement metrics will target the social media campaigns carried out by the company on the Kraft Single brand. According to  Castronovo and Huang (2012), the success of social media marketing communication can be measured using likes, shares, engagements, views and reach. First, for the case of Kraft Singles brand marketing communication, using social media it will be measured by the number of likes from target audience that will like and comment on messages posted by the marketing team. If, a large number of audiences will like and comment on the message, then, the campaign will be termed as having achieved the intended communication and business objective of creating awareness of the existence of the brand. However, if the comments and likes will be small in number, then the campaign will be concluded as a failure.

             Also, the number of shares and people who engage with the company‚Äôs marketing team on the issues posted about the brand will also play a critical role in evaluating the effectiveness of the marketing communication campaign. In the scenario, where the number of engagements will be high and messages shared by thousands of customers, then, the market efforts on the brand will be termed as a success. Nonetheless, if the number of people who engage with the firm on the brand issues after seeing the post and sharing of the posts will be few, then communication efforts will be termed as ineffective in creating the required level of brand awareness among the target customers (Castronovo and Huang, 2012).

 Furthermore, when it comes to the Youtube video, the number of click through rate will be used in determining the success of the communication efforts. If thousands of customers will click on the video and watch it fully, then the marketing messages will be termed as effective in attaining the intended objectives. Finally, the traffic visits the blobs containing the marketing message will also determine the campaign success. In the case, the number of individuals who will visit the blogs and view television adverts will be terms of tens of thousands; the campaign will be said to have achieved the intended objectives.