What is a key outcome expected from effective campaigns?

A key outcome expected from effective campaigns is significant changes in attitudes or behaviors. The primary goal of most public communication campaigns is to influence the target audience in a meaningful way, whether that's shifting their perceptions, altering their beliefs, or prompting them to change specific behaviors. Achieving such changes indicates that the campaign has been successful in resonating with the audience and delivering its message effectively.

While extensive media coverage and high levels of audience interaction can be indicators of a campaign's visibility and reach, they do not guarantee that the campaign will lead to lasting change. Similarly, increased budgets for future projects may result from the perceived success of a campaign, but the core objective remains to effectively impact how people think or act based on the campaign's message. Thus, significant changes in attitudes or behaviors are the ultimate markers of a campaign's effectiveness and success in achieving its goals.