The Association for Measurement and Evaluation of Communication (AMEC) developed an Integrated Evaluation Framework that is widely adopted by marketers and communicators. One area of evaluation is out-takes. Which of the following best defines an out-take? Select the correct answer.
- Research conducted, and any other activities. E.g., researching brand awareness to set the benchmark to measure against post-campaign
- Impact of the communications on the target audience. E.g., did brand awareness increase or was brand sentiment affected?
- Action taken by the target audience. E.g., did your audience respond, reshare, or react to your post?
- Impact of the campaign. E.g., an increase in sales, policy change, or maximum achievement of donations for a specific project.