As a marketer the channels that you execute in your marketing plan should constantly be monitored so that if there is a deviation from your planned results you can adjust along the way. Or if there is a change in the marketplace, you can quickly respond. The evaluation phase is when you take action on the monitoring. Knowing the market and environment for your product/service, your evaluation phase may be weekly, monthly or annually. If the goal of the marketing campaign/plan is to increase sales, you may want to monitor and evaluate weekly. However, if the goal of the campaign is to build brand awareness, which is longer term, you may want to monitor and evaluate annually. In thinking about your marketing plan topics, how often will you incorporate evaluation into your plans?