2023-2024 CRA Benefits and Credits Campaign : Advertising Campaign Evaluation Tool (ACET) : methodological report / prepared for Canadian Revenue Agency (CRA). : Rv4-137/1-2024E-PDF

"Advertising campaign evaluations assist in determining the effectiveness of the selected advertising campaigns by measuring (and comparing) awareness of the subject matter with the audiences. The results will be used to evaluate the effectiveness of the Benefits and Credits advertising campaign with the target audience. The results will also help assess whether the ads were compelling / caught the audiences' attention, and whether the campaign raised awareness of the benefits and credits being promoted. Finally, the evaluation will assist the CRA in improving or modifying future ad campaigns"--Objectives, page 2.

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