Assessing the relationship between ad volume and awareness of a tobacco education media campaign

Cowling, D. C.; Modayil, Mary V.; Stevens, Colleen

doi:10.1136/tc.2009.030692

Cited by 31 publications

(23 citation statements)

References 55 publications

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“…Although higher expenditures and subsequently higher volumes of advertisement exposure are recalled more often (47) and associated with higher levels of quitting behavior and lower smoking prevalence (39,57), our findings appear to indicate that the quality of the advertisement also matters. If CTCP's only interest were cessation, CTCP could have saved an additional $##, had they only implemented "Stages" rather than all four advertisements, while reaching the same demographic groups and conferring the same effects on cessation.…”

Section: Discussionmentioning

confidence: 58%

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Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Leas

Myers²,

Strong³

et al. 2015

Am J Public Health

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IntroductionEvidence indicates that anti-tobacco advertisement can be an effective way of encouraging smokers to quit smoking, but the majority of this evidence uses aggregate measures of assessing advertisement exposure rather than exposure to specific advertisements. ObjectiveUsing a sample of California Adults (18-64 years) (n = 2596), we sought to assess recall of four anti-tobacco television advertisements developed by the California Tobacco Control Program (CTCP) and assess how recall of each advertisement predicted quitting behavior after one year. ResultsCompared to three other ads, more respondents recalled an advertisement depicting a girl who transforms into a women with a whole in hear throat, as a women explains how she was targeted by the tobacco industry at a young age (58.5% vs 23.1%, 23.4% and 25.6%; p <0.0001). Respondents who reported seeing this advertisement at baseline had a higher probability of making a quit attempt between baseline and follow-up (Adjusted Risk Ratio (aRR): 1.18; 95% Confidence Interval (CI): 1.03 to 1.34) and a higher probability being in a period of smoking abstinence for a month at follow up (aRR: 1.55; 95% CI: 1.02 to 2.37). This association was not found for recall of other television advertisements. ConclusionProducing even one television advertisement with a spokesperson who discusses their personal negative experience with tobacco may be recalled by large portion of the smoking population and may have an impact on cessation.

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Section: Discussionmentioning

confidence: 58%

“…The higher reported recall of this advertisement may be partially explained by the rating points of this advertisement (47). The advertisement was aired more frequently than two of the others and therefore might have had a better chance of being seen.…”

Section: Discussionmentioning

confidence: 93%

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Leas

Myers²,

Strong³

et al. 2015

Am J Public Health

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“…These campaigns have included cessation-focused and general anti-smoking messages 76 77. They are considered effective in motivating smokers to quit and in changing social norms on smoking 71 78…”

Section: Population Cessation: Interventions Consideredmentioning

confidence: 99%

Interventions to increase smoking cessation at the population level: how much progress has been made in the last two decades?

et al. 2012

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This paper reviews the literature on smoking cessation interventions, with a focus on the last twenty years (1991 to 2010). These two decades witnessed major development in a wide range of cessation interventions, from pharmacotherapy to tobacco price increases. It was expected that these interventions would work conjointly to increase the cessation rate on the population level. This paper examines population data from the U.S., from 1991 to 2010, using the National Health Interview Surveys. Results indicate there is no consistent trend of increase in the population cessation rate over the last two decades. Various explanations are presented for this lack of improvement, and the key concept of Impact = Effectiveness × Reach is critically examined. Finally, it suggests that the field of cessation has focused so much on developing and promoting interventions to improve smokers’ odds of success that it has largely neglected to investigate how to get more smokers to try to quit and to try more frequently. Future research should examine whether increasing the rate of quit attempts would be key to improving the population cessation rate.

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“…He reported that in ‘preliminary analyses’, cumulative Gross Rating Points (GRPs) had stronger relationships with both aided ad recall and confirmed ad recall than GRPs from the most recent flight (3–6 months before the survey was administered) 10. This relationship was confirmed by Cowling et al 11 when he compared cumulative i TRPs to flight TRPs and TRP density with aided ad recall and found the strongest relationship was with cumulative TRPs.…”

Section: Introductionmentioning

confidence: 91%

“…The first approach shows participants a full-length video of the ad before assessing awareness, such as in the evaluation of the Tips From Former Smokers campaign 17. The second approach presents a single screenshot from the ad, such as in the CDPH's studies 11. Despite substantial differences in methodologies, awareness rates are compared with each other without acknowledgement of the different approaches, and an ad campaign may be deemed a success or failure based on such comparisons.…”

Section: Introductionmentioning

confidence: 99%

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

et al. 2015

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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.

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Assessing the relationship between ad volume and awareness of a tobacco education media campaign

Cited by 31 publications

References 55 publications

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Recall of Anti-Tobacco Advertisements and Effects on Quitting Behavior: Results From the California Smokers Cohort

Interventions to increase smoking cessation at the population level: how much progress has been made in the last two decades?

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

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