2019
DOI: 10.1016/j.amepre.2019.06.011
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Impact of The Real Cost Media Campaign on Youth Smoking Initiation

Abstract: The purpose of this study was to assess the relationship between youth exposure to the U.S. Food and Drug Administration's national tobacco public education campaign, The Real Cost, and changes in smoking initiation. Methods: From November 2013 to November 2016, a longitudinal study of youth was conducted with a baseline and 4 post-campaign follow-up surveys. The sample consisted of nonsmoking youths from 75 U.S. media markets (n=5,103) who completed a baseline and at least 1 follow-up survey. Exposure was mea… Show more

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Cited by 56 publications
(40 citation statements)
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References 22 publications
(18 reference statements)
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“…The impact of these anti-tobacco campaigns has been established by evaluation studies that examine the relationship between campaign exposure and changes in anti-tobacco knowledge, attitudes, beliefs, and tobacco use behavior [7][8][9][10][11][12][13][14][15]. Critical to the success of these campaigns is sufficient exposure to campaign messages in order demonstrate a population-level effect.…”
Section: Introductionmentioning
confidence: 99%
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“…The impact of these anti-tobacco campaigns has been established by evaluation studies that examine the relationship between campaign exposure and changes in anti-tobacco knowledge, attitudes, beliefs, and tobacco use behavior [7][8][9][10][11][12][13][14][15]. Critical to the success of these campaigns is sufficient exposure to campaign messages in order demonstrate a population-level effect.…”
Section: Introductionmentioning
confidence: 99%
“…No standardized process has yet been developed to convert a raw count of impressions to a metric analogous to television GRPs. A recent evaluation of the U.S. Food and Drug Administration's smoking-prevention campaign "The Real Cost" incorporated both television and digital Targeted Rating Points (i.e., TRPs, which are GRPs specific to the targeted audience) in their measure of campaign exposure [11]. However, a method of calculating digital TRPs was not established, and, the authors were unable to determine whether there was an independent effect of the digital ads on campaign outcomes.…”
Section: Introductionmentioning
confidence: 99%
“…Campaign effects are monitored through longitudinal evaluation surveys of a probability-based youth sample. Evidence so far suggests that campaign advertising has reached the vast majority of its target population and prevented a substantial number of youth from smoking initiation (Duke et al, 2015(Duke et al, , 2018(Duke et al, , 2019Farrelly et al, 2017).…”
Section: Campaign Contextmentioning
confidence: 99%
“…This study focuses on video advertisements, the only form of advertising where PE ratings were consistently obtained in the outcome evaluation. Description of all TRC video ads and their dates of airing are available in a previous publication (Duke et al, 2019).…”
Section: Campaign Advertisementsmentioning
confidence: 99%
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