Which type of effectiveness focuses on changing behavior through behavioral outcomes?

The concept of effectiveness that centers on changing behavior through tangible behavioral outcomes aligns with the idea of campaign effectiveness. This type reflects how well a public communication campaign achieves its goals, particularly by influencing the target audience to alter their actions as intended.

Campaign effectiveness is typically measured by assessing whether specific behavioral changes occur as a result of the strategies implemented. For example, if a public health campaign aims to increase vaccination rates, its effectiveness would be evaluated based on the number of individuals who actually get vaccinated after being exposed to the campaign.

In this context, effectiveness is not merely about the reach of the campaign or the messages conveyed but focuses squarely on the resultant change in audience behavior, which is the primary goal for many public communication initiatives. Thus, campaign effectiveness provides a practical framework for understanding the success of communication strategies in driving real-world behavioral changes.