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You need to run marketing campaigns in the "Guests" tab, to attract guests themselves, i.e. the tourist campaign or yeti campaign etc.
Running a marketing campaign for a specific exhibit type doesn't attract more guests - say if you run the prehistory campaign, it means the guests that do show up are more likely to be prehistory fans, not that additional guests show up.
Again, this is on us for it being confusing and the design team has been discussing changes.
Thanks for posting and for your patience!