Section 3 - Summary of Questions

Setting Objectives

A. Types of Objectives

• Behaviour objective: What specific behaviour do you want to influence your target audience to change as a result of the campaign?
• Knowledge objective: Is there anything the target audience needs to know in order to act?
• Belief objective: Is there anything the target audience needs to believe in order to act?

B. Research in Objective Setting

• Does the background research provide information that could help you set objectives?

C. SMART Objectives

• What are specific measurable objectives upon which you can evaluate the campaign's success?