unit 5 IP Feedback: What does the customer think? Evaluation: How is the campaign working? Monitoring: What do you need to change in the future? How do you know if your plan worked or is working? What do you need to change in the future to be effective? For example, if your brand's image is not so favorable, how can public relations help with this? If the ad campaign needs tweaking, how can you add some Instagram or tweets to the plan