1. Table 10.1 Objectives set at one of three levels

2. Table 10.2 Examples of objectives

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

4. Figure 6.3 Corporate social responsibility pyramid
Source: After Carroll 1991

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

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

7. 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.

8. 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.

9. Table 7.3 Understanding corporate slogans
Source: Data from Endmark International Namefinding, August 2003, from