Effectiveness of Anti-Smoking Advertising: The Roles of Message and Media

Abstract

In the last few years, Malaysia government has put in a lot of efforts in order to reduce the number of smokers especially youths in Malaysia. Unfortunately, the numbers of smokers are still increasing according to Global Adult Survey Tobacco (2012). This survey was carried out to evaluate the effectiveness of anti-smoking advertising message and media in Malaysia. A questionnaire was used as a research instrument in this survey. The findings showed that the respondents are "neutral" on the anti-smoking advertising messages except for the fear message. One-way ANOVA and independent samples t-test were used to test the hypotheses. The result from independent samples t-test shows there is a real difference between gender and effectiveness of the antismoking message. However, the result from one-way ANOVA shows there is no difference between ethnic groups and effectiveness of the anti -smoking message. Besides, the findings also showed that the Internet was the most effective medium to promote anti-smoking advertisements. In future, the comprehensive evaluation of anti-smoking advertising effectiveness in terms of copy, layouts and appeals needs to be studied.

A mixed-method study of the efficacy of physical activity consultation as an adjunct to standard smoking cessation treatment among male smokers in Malaysia

“…In an effort to reduce the number of smokers in Malaysia, several quit smoking programs were initiated in Malaysia, such as “Tak Nak!” or “Say No!”, a nationwide anti-smoking campaign that used mass and print media to spread public awareness regarding the dangers of smoking (Hong et al 2013). Other efforts include “Kempen Nafas Baru Bermula Ramadhan” (“New Breath Beginning Ramadhan”) (Ministry of Health Malaysia 2014), quit smoking clinics nationwide (Ministry of Health Malaysia 2010), and quit line services over the phone.…”

Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking

“…It is the also supportive for reminding people about their efforts for quit smoking and convincing them to stop cigarette smoking each time they get exposure to the anti-smoking ads (Hong, Soh, Khan, Abdullah, & Teh, 2013). Deterring people from smoking with the discussion over terrible effects of smoking is especially working for the young smokers and students.…”

Kempen Kesedaran Kesihatan Awam: Satu Tinjauan Literatur dari Sudut Penggunaan Media dan Komunikasi di Malaysia (Public Health Awareness Campaign: A Literature Review from the Angle of Media and Communication Usage in Malaysia)

“…Sebagai contoh, maklumat tentang cara panggilan ke Quitline bagi memberikan bantuan kepada golongan perokok (Tobacco Free Florida, 2015). Hasil kajian Hong et al (2013) juga mendapati bahawa internet merupakan medium paling berkesan dalam mempromosikan pengiklanan antimerokok. Kajian yang dijalankan oleh Hassan, Yusof, dan Hashim (2014) turut melaporkan bahawa Kempen Tak Nak Merokok menjadi tidak berkesan akibat daripada inovasi yang tidak dapat diterima oleh mereka yang merokok.…”