Which outcomes are included in the Best level?

• A. Impressions
• B. Retention, comprehension, awareness
• C. Behavior change, attitude change, opinion change
• D. Online analytics

Answer: (C)

The main idea here is that the Best level looks at the deepest, most meaningful impact the message has on the audience: changes in what people think and do. Behavior change, attitude change, and opinion change show that the campaign didn’t just reach people or get them to notice it, but actually shifted how they feel, what they believe, or how they act. That kind of impact is the strongest evidence of effectiveness in persuasion because it reflects real influence on outcomes, not just exposure or processing.

Impressions measure how many people saw something, which tells you about reach but not whether it changed anyone. Retention, comprehension, and awareness show that people remember or understand the message, yet they don’t guarantee any shift in beliefs or actions. Online analytics track engagement data and behaviors on digital platforms, but again, they don’t inherently prove that attitudes or behaviors changed. So the best-level outcomes are the ones that demonstrate actual attitudinal and behavioral changes, which is why behavior change, attitude change, and opinion change is the correct choice.