Exposure/Reach evaluation collects information required to answer questions about the proportion of individuals in a target audience who are exposed to, attended to, and comprehended a message. The evaluation compares the collected information to previously identified reach criteria/objectives to determine the extent of discrepancy between the objectives and reality.

Sample questions…

• Do you need to know the extent to which primary and secondary audiences were exposed to and/or participated in the program (i.e., activity coverage)?
• Do you need to know whether target audiences attended to, understood, and liked a message?
• Do you need to know the target population's perceptions of and reactions to the presence of activities in the target area?