Increasing the dose of television advertising in a national antismoking media campaign: results from a randomised field trial

BackgroundWhile antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6 million quit attempts overall; however, the specific dose–response fr...

Full description

Saved in:
Bibliographic Details
Published in:Tobacco control 2017-01, Vol.26 (1), p.19-28
Main Authors: McAfee, Tim, Davis, Kevin C, Shafer, Paul, Patel, Deesha, Alexander, Robert, Bunnell, Rebecca
Format: Article
Language:English
Subjects:
Adolescent
Adult
Advertising as Topic - methods
Chronic obstructive pulmonary disease
Cigarettes
Disease control
Education
Ethnicity
Female
Health Knowledge, Attitudes, Practice
Humans
Intention
Male
Middle Aged
Probability
Public schools
Research Paper
Smoking
Smoking - adverse effects
Smoking Cessation - psychology
Smoking Prevention - methods
Surveys and Questionnaires
Television
Television advertising
Tobacco
Young Adult
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:BackgroundWhile antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6 million quit attempts overall; however, the specific dose–response from the campaign was only assessed by self-report.ObjectiveAssess the impact of higher ad exposure during the 2013 Tips campaign on quit-related behaviours and intentions, campaign awareness, communication about campaign, and disease knowledge.MethodsA 3-month national media buy was supplemented within 67 (of 190) randomly selected local media markets. Higher-dose markets received media buys 3 times that of standard-dose markets. We compared outcomes of interest using data collected via web-based surveys from nationally representative, address-based probability samples of 5733 cigarette smokers and 2843 non-smokers.ResultsIn higher-dose markets, 87.2% of smokers and 83.9% of non-smokers recalled television campaign exposure versus 75.0% of smokers and 73.9% of non-smokers in standard-dose markets. Among smokers overall, the relative quit attempt rate was 11% higher in higher-dose markets (38.8% vs 34.9%; p
ISSN:0964-4563
1468-3318
DOI:10.1136/tobaccocontrol-2015-052517