**3.5. Phase 7: Evaluation**

Evaluation determines the program's success. It is done during and at the end of the intervention. When the quality of the program is assessed by documenting the extent to which it was implemented as designed, *process evaluation* has been done. In this type of evaluation, it is determined whether the program is operating as expected and whether there are areas in need of improvement. Consumer orientation, as a key concept of the social marketing process, means continually returning to the target audience and getting their reaction and point of view regarding the program. The number of self-management classes, radio programs or television advertising messages, pamphlets and brochures distributed, and posters installed in target audience neighborhoods can be the measures checked through process evaluation. The evaluation of the intervention effects, including impact evaluation and outcome evaluation, is very important in social marketing. Outcome measures could include changes in overall health status such as the mortality rate of cardiovascular diseases or prevalence rate of hypertension, while the impact measures would include improvements in health behaviors such as smoking and physical activity [16].
