Awareness and working through the types of evaluation

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How will you develop a set of evaluation criteria starting with awareness and working through the types of evaluation covered in this chapter to make the case that your campaign offered a good return on investment through significant upticks in flights to Mexico and bookings at beach resorts?

The Mexico tourist board has hired a youth-oriented public relations agency to boost bookings to Mexican resorts for college spring breaks and high school senior trips. A big part of your challenge is to assure parents who often pay the travel bill that Mexico is a safe destination. The bottom line objective for the tourist board is the increased bookings. The board also wants to dispel the misimpression that drug-gang violence occurs in resort towns.

Reference no: EM132307679

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