According to Belch and Belch (2017), effectiveness measure is when we can see how well our decisions in the media strategy are achieved in desired results and accomplishment of the objectives. This needs to be assess in order to be provided with important feedbacks such as to determine if the objectives are achieved and to avoid costly mistakes.
Thus, the use of digital evaluations and consumer awareness will be increased in order to keep elements being effective and efficient. Our goals to create awareness for students are by the use of prints and video advertising, usage of social media platform, and integrate campaign contents in orientation day. Furthermore, we will create a short survey to recall the academic integrity by asking several questions such as “have you heard about this campaign?” and “can you recall what is the content of the campaign?”.
The amount of students who are able to both answer and recall will be the set measurement guideline to know whether or not the campaign is effective. The media plan needs to be maintained by keeping it on track such as making it efficient and correct in order to determine if the strategy are mostly effective or not. So to see if the strategy used is in good track then Monash University needs to understand the marketing strategies that being applied are related with the values of targeted market.
Moreover, we plan to use interactive content about academic integrity in social media to build both awareness and relationship with students. Students understanding and feedback towards academic integrity policy will be accomplishment of the goals. This could also measure if the message was delivered efficiently and effectively.
Furthermore, the use of digital advertising is one of the most persuasive way in delivering message effectively. This will give the popular view and valuable brand image of academic integrity of Monash University.
To close, every student orientation there will be a short video content from the campaign to inform students. By this Monash could use the feedback results to see if this is effective or not so that they can improve or maintain the marketing strategies. Since determining how well the communications program works and measuring this performance towards certain standards is important (Belch and Belch, 2017).
