Evaluate the theme (if any) used in this case. Is it short, catchy, memorable, to the point? What major message or messages are communicated in this case? What research was used to evaluate the potential messages to make sure they have impact and are useful?
Evaluate the central actions or special events in this case.
Are they truly worthwhile and newsworthy?
What paid media components were included?
Are they “pseudo-events”? Will these events generate appropriate attention and awareness?
Evaluate the types of uncontrolled and controlled media that were used.
Were any forms of communication omitted that should have been used?
Was adequate use made of interpersonal communication? Did the communication achieve a sense of “grassroots involvement” through interpersonal communication, or was there overreliance on mass media publicity placement or impersonal forms of controlled media?
Discuss the use of such communication principles as source credibility, salient information, effective nonverbal and verbal cues, two-way communication, opinion leaders, group influence, selective exposure, and audience participation.
How effectively were these principles used? Explain.