Which metric is used to measure Informational Objectives?

• A. Exposure to and retention of key messages
• B. Changes in behavior
• C. Media coverage volume
• D. Audience size

Answer: (A)

Informational objectives ask whether people actually see and understand the key messages you’re trying to convey. The best metric for this is exposure to and retention of key messages because it directly measures both parts of learning: whether the audience encountered the message (exposure) and whether they remember or understand the core points (retention). Together, these indicate that the audience has learned what you intended to communicate.

Other metrics focus on different outcomes. Media coverage volume counts how much coverage exists but doesn’t tell you if the audience understood it. Audience size indicates how many people could be reached, not whether they learned anything. Changes in behavior track action, which is a behavioral objective rather than informational, so it doesn’t reflect whether the message was learned.