Televised Antismoking Advertising: Effects of Level and Duration of Exposure

Dunlop, Sally; Cotter, Trish; Perez, Donna; Wakefield, Melanie

doi:10.2105/ajph.2012.301079

Cited by 52 publications

(51 citation statements)

References 24 publications

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“…This study underlines the importance of smokers being exposed to regular ongoing campaign activity to inform and remind them of the importance of quitting and to re-energize their desire to quit, so that they put quitting at the top of their priority list. This is consistent with the relatively low durability of commercial advertising impact on sales [1] and with recent studies that indicate that anti-smoking campaign effects on behaviour last for just a few weeks or months [6,7,12]. Ongoing exposure to anti-smoking messages is especially important to counter an addictive behaviour such as smoking, where the weight of addiction does not disappear when the campaigns do [11].…”

Section: Commentary On Sims Et Al (2014) and Langley Et Al (2014): supporting

confidence: 85%

Commentary on Simset al. (2014) and Langleyet al. (2014): Mass media campaigns require adequate and sustained funding to change population health behaviours

Durkin

Wakefield

2014

Addiction

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Commentary on Sims et al. (2014) and Langley et al. (2014): Mass media campaigns require adequate and sustained funding to change population health behavioursHighly successful commercial brands understand that consistent ongoing bursts of advertising are necessary for maintaining brand awareness and sales [1]. Public health campaigns are rarely funded at the levels of commercial advertisers, yet the extent of campaign exposure while on air and the lack of an ongoing campaign presence (campaign duration) are rarely examined as determinants of campaign success or failure [2]. Research examining anti-smoking campaign intensity and duration has been vastly outweighed by research focusing on advertising content and style [3], perhaps because advertisement message attributes are more amenable to experimental study and/or more theoretically interesting to behavioural scientists, communication scholars and marketing researchers. Considering the influence of these critical factors in the success of tobacco control campaigns aired in the United Kingdom over the past 10 years, the recent papers by Sims et al. [4] and Langley et al. [5] are a welcome addition to the literature. Sims and colleagues' study [4] indicates that each person in the population needs to be exposed to approximately four anti-smoking advertisements per month to result in a detectable impact on smoking prevalence. These findings have a remarkably high degree of consistency with previous studies from Australia [6,7] and the United States [8,9], which indicate that moderate to high levels of intensity (i.e. exposure to four to eight advertisements per month per person) are necessary for campaigns to 'cut through' the competing clutter of commercial advertising. These levels of campaign intensity enable messages to be seen multiple times so they can be processed as intended and, thus, achieve population-wide influence. While research shows that part of the population-wide effect is generated by smokers quitting in direct response to such messages, another key effect is to increase community discussion [10] and to change broader social norms that reduce the social acceptability of smoking, leading to higher support for policy change and more social support and services to help smokers quit [11].Adding to this is Langley et al. 's paper [5], which shows a decline in the demand for quitting information and assistance after the United Kingdom's anti-tobacco campaign funding was cut. This study underlines the importance of smokers being exposed to regular ongoing campaign activity to inform and remind them of the importance of quitting and to re-energize their desire to quit, so that they put quitting at the top of their priority list. This is consistent with the relatively low durability of commercial advertising impact on sales [1] and with recent studies that indicate that anti-smoking campaign effects on behaviour last for just a few weeks or months [6,7,12]. Ongoing exposure to anti-smoking messages is especially important to counter an addictive behavi...

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Section: Commentary On Sims Et Al (2014) and Langley Et Al (2014): supporting

confidence: 85%

Commentary on Simset al. (2014) and Langleyet al. (2014): Mass media campaigns require adequate and sustained funding to change population health behaviours

Durkin

Wakefield

2014

Addiction

Self Cite

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“…All models were adjusted for potential confounders, including demographic variables (gender, race ( non-Hispanic white; non-Hispanic black; Hispanic; other ), age, education in years, marital status, children in household, home ownership), religious attendance, Medicaid insurance, perceived health status, health orientation, variables specific to smoking behavior (number of cigarettes smoked per day in the last week, percent of other people in the household who smoke, time to first cigarette in the morning), whether the survey occurred during the first two months of the nicotine replacement therapy give-away (coded as a dummy variable), and the first month in which each ad aired (coded as a dummy variable) in order to account for potential novelty effects (Dunlop, Cotter, Perez, & Wakefield, 2013). …”

Section: Methodsmentioning

confidence: 99%

Talking About Quitting: Interpersonal Communication as a Mediator of Campaign Effects on Smokers’ Quit Behaviors

Jeong

Tan

Brennan

et al. 2015

Journal of Health Communication

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This study examined the role of interpersonal communication in the context of a mass media anti-smoking campaign. Specifically, it explored whether conversations about campaign ads and/or about quitting mediated campaign exposure effects on two quitting behaviors (sought help to quit and tried to quit smoking completely), as well as the relationship between ad-related and quitting-related conversations. Data were collected prior to the campaign and monthly for 16 months during the campaign through cross-sectional telephone surveys among a sample of 3277 adult Philadelphian smokers. Follow-up interviews were conducted among 877 participants three months after their first survey. Cross-sectional and longitudinal mediation models with bootstrap procedures assessed the indirect effects of campaign exposure on outcomes through conversations, and of conversations about ads on outcomes through conversations about quitting. In addition, lagged regression analyses tested the causal direction of associations between the variables of interest. The results partially support hypotheses that conversations about quitting mediate campaign effects on quitting-related behaviors, and, in line with previous research, that conversations about the ads have indirect effects on quitting-related behaviors by triggering conversations about quitting. These findings demonstrate the importance of considering interpersonal communication as a route of campaign exposure effects when evaluating and designing future public health campaigns.

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“…The majority of evidence indicates that these mass media campaigns are effective in motivating individuals to think about quitting, try to quit, get help for quitting and stay quit (12)(13)(14)(15)(16)(17)(18)(19)(20)(21)(22)(23)(24)(25)(26)(27)(28)(29). At the population level, advertisements are also associated with decreases in cigarette consumption and smoking prevalence (13,15,16,19,(30)(31)(32)(33)(34)(35).…”

Section: Introductionmentioning

confidence: 99%

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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Televised Antismoking Advertising: Effects of Level and Duration of Exposure

Abstract: Broadcasting schedules may affect the success of antismoking ads. Campaign planners should ensure advertising exposure at adequate frequency over relatively sustained periods to maximize impact.

Cited by 52 publications

References 24 publications

Commentary on Simset al. (2014) and Langleyet al. (2014): Mass media campaigns require adequate and sustained funding to change population health behaviours

Commentary on Simset al. (2014) and Langleyet al. (2014): Mass media campaigns require adequate and sustained funding to change population health behaviours

Talking About Quitting: Interpersonal Communication as a Mediator of Campaign Effects on Smokers’ Quit Behaviors

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

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