A comparison of two methods for assessing awareness of antitobacco television advertisements

Abstract

The methodology used to assess recall matters. Campaigns may exaggerate the successes or failures of their media campaigns, depending on the approach they employ and how they compare it to other media campaign evaluations. When incorporating streaming video, researchers should consider accessibility and report possible response bias. Researchers should fully define the measures they use, specify any viewing accessibility issues, and make ad comparisons only when using comparable methods.

Recall and understanding of a communication campaign designed to promote positive parenting and prevent child maltreatment

“…Among the limitations of this study, recall and understanding of the campaign were not measured shortly after the campaign was launched, which precludes the possibility of evaluating the short-term reach of the campaign or any temporal variations. Other limitations include the absence of a spontaneous measure of recall, and thus the potential overestimation of recall, as well as the impossibility, given the use of telephone interviews, of providing a visual support for recall, which would have made it possible to assess confirmed recall, for instance ( Luxenberg et al, 2016 ; Niederdeppe, 2014 ). Finally the response rate is modest.…”

Assessing the Impact of the Massachusetts Temporary Flavor Ban on Licensed Tobacco Retailers

“…[1][2][3][4][5][6][7] Other effective regulatory strategies include incremental tax increases on cigarettes and electronic cigarettes to increase their cost, which in turn decreases overall affordability and appeal for consumers; health promotion and education initiatives to communicate the negative consequences associated with nicotine; cessation programs to assist users looking to quit; and increasing the minimum purchase age to limit youth and young adult exposure and uptake. [8][9][10][11][12] However, in order for tobacco control policies to be effective, policies targeting a wide range of tobacco products must occur, such as requiring tobacco retail licensing (TRLs) or directly regulating the sale of tobacco and nicotine delivery products. 13 Recently, states and local municipalities have introduced new regulations to combat growing rates of vaping.…”