Also can involve involve expert or peer reviews. Output produced, specifically the number and quality of opportunities created to communicate a message. Publicity exposure also can involve assessment of the proportion of positive versus negative coverage, as well counting inquiries received. Emphasis on impact, rather than message quality or output.
Attitudes serve as a potential predictor of future behavior.
Guage effect of message on actual behavior of target audience in areas such as buying, investing, donating, working or voting.