Table 10.1 Objectives set at one of three levels

Table 10.2 Examples of objectives

Figure 6.1 Impact of a business on its environment Source: After Peach 1987: 191–193

Figure 6.3 Corporate social responsibility pyramid Source: After Carroll 1991

Table 6.2 An application of the stakeholder responsibility matrix to a small clothing manufacturer

The Seven C’s of Communication Credibility Context Content Clarity Continuity and Consistency Channels Capability

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.

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.

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