Spots - Roll Back Malaria

STEP 7: MONITOR, EVALUATE AND REVISE YOUR SPOTSResearch findingChanges to be madeYour audience has heard the spots onone radio station but not on the others.Your audience remembers one of yourspots or messages.Your audience has misunderstood thespot or message.Some members of your audience havetried what you suggested and like it.Some members of your audience havetried what you suggested and haveproblems or questions.Most of your audience has tried whatyou suggested and like it.Verify your information about the stations and timesthat your audience listens to them.If your audience is listening to a station at othertimes, reschedule the spots at the times that youraudience is listening. If they are not listening to aparticular station, stop broadcasting on that station.Continue to play the spot that people remember butnot as frequently, or air a shorter version of thesame spot. This costs less but will still remindpeople of the longer spot’s message.Increase the frequency of the spot your targetaudience does not remember or develop a new, moreattractive spot about that message.Develop a new spot that makes the message clearer.Pretest the new spot to ensure that the spot is clearto your audience.Develop a new spot that features testimonials fromthese people or people like them to encourage themto continue.Develop a new spot that promotes solutions to theirproblems or answers their questions.Develop a new spot that reinforces what people aredoing correctly.Air a new spot about another treatment or preventionbehavior.What you learn from your evaluation results can be of great help to you in creatingand airing new radio spots—regardless of your communication objective or targetaudience. Using your findings to improve your spots completes the cycle. That is whythe Spot On seven-step process is shown as a cycle.Spot On Malaria: Guide93