Final answer:
Formative evaluation is essential as a strategic communication campaign is planned and implemented, assisting in making necessary adjustments for the campaign's success. It simplifies the evaluation process for program managers and integrates evaluation into every step of the campaign strategy, enhancing overall effectiveness and the potential for program improvement.
Step-by-step explanation:
Evaluation that is conducted as a strategic communication campaign is being planned and implemented is known as formative evaluation and can help make necessary changes to ensure the campaign's success. The importance of formative evaluation is to make the evaluation simple and do-able, so program managers can comprehend both what is being done and why, thereby guaranteeing its usefulness and usability. Moreover, by ensuring that all aspects of a planned evaluation can be accomplished prior to its implementation, formative evaluation allows for easier adjustment when changes are inevitable.
Furthermore, program evaluation is a critical component in community psychology, providing essential information for funding sources and valuable feedback for quality of life enhancements. It serves as an indispensable tool for change agents or interventionists, aiding in the assessment of both successful elements and areas needing improvement. Integrating evaluation strategies from the outset is a best practice for campaign managers, as it aids in reaching voters and analyzing factors influencing voter decisions.
The methods used for evaluation research are varied, including surveys and experiments, and altogether form a systematic process that informs better decision-making. Engaging in evaluation research emboldens the legitimacy of program evaluation for internal and external audiences and leads to program improvements, which are critical for campaign success.