Step 4: Gather Credible Evidence
What to Measure for Social Marketing Programs?
Along with the 4 P's, you should think about how to measure both behavior
change and/or environmental and policy changes, depending on the focus of your
Measuring Behavior Change
Look back to the behavioral objectives you established in phase 3. You will want
to place measures in your evaluation plan to see if your behavioral objectives
were met. You may also want to measure any precursors to behavior change (i.e.,
intention, knowledge, skills, self-efficacy). If you completed a logic model to
describe how you plan for behavior change to occur, you may want to evaluate the
different steps in that logic model. Did your logic model accurately describe
the process of behavior change for your audience?