Using Aggregate Temporal Variation in Ad Awareness to Assess the Effects of the truth® Campaign on Youth and Young Adult Smoking Behavior.

Journal of Health Communication
Elizabeth C HairDonna M Vallone

Abstract

Mass media campaigns are one of the most effective population-level interventions for the prevention of tobacco use. However, accurately evaluating the effectiveness of these campaigns presents several challenges, particularly as campaign delivery becomes increasingly fractured across media platforms. There are a number of weaknesses associated with traditional, individual-level measures of campaign exposure in an increasingly socially networked, digital media ecosystem. This study evaluated the national truth® campaign using a novel method to measure campaign exposure through an aggregate weekly exogenous measure of awareness. We generated this exogenous measure from a continuous, cross-sectional tracking survey to predict intentions to smoke and current tobacco use among youth in the United States. Results from multi-level models indicated that weeks with aggregate campaign awareness greater than 65% were associated with lower odds of current tobacco use. We conclude with a discussion of implications and practical considerations for using this method for media campaign evaluation.

References

Sep 1, 1996·Health Psychology : Official Journal of the Division of Health Psychology, American Psychological Association·J P PierceR K Merritt
Feb 25, 2005·American Journal of Public Health·Matthew C FarrellyCheryl G Healton
Oct 4, 2006·Journal of Personality and Social Psychology·Anthony D OngKimberly A Wallace
Feb 13, 2009·American Journal of Preventive Medicine·Matthew C FarrellyAltijani Hussin
Oct 12, 2010·Lancet·Melanie A WakefieldRobert C Hornik
Dec 17, 2014·American Journal of Preventive Medicine·Xin XuTim McAfee
Nov 1, 2016·Journal of Public Health Management and Practice : JPHMP·Valerie F WilliamsDonna M Vallone
Jan 20, 2017·MMWR. Morbidity and Mortality Weekly Report·Matthew C FarrellyJane A Allen
Jun 3, 2017·Nicotine & Tobacco Research : Official Journal of the Society for Research on Nicotine and Tobacco·Donna ValloneElizabeth C Hair
Dec 8, 2017·International Journal of Environmental Research and Public Health·Donna ValloneElizabeth Hair
Jul 30, 2018·The Journal of Adolescent Health : Official Publication of the Society for Adolescent Medicine·Elizabeth C HairDonna Vallone

❮ Previous
Next ❯

Software Mentioned

Dynata
STATA SE
FinishIt
MPlus

Related Concepts

Trending Feeds

COVID-19

Coronaviruses encompass a large family of viruses that cause the common cold as well as more serious diseases, such as the ongoing outbreak of coronavirus disease 2019 (COVID-19; formally known as 2019-nCoV). Coronaviruses can spread from animals to humans; symptoms include fever, cough, shortness of breath, and breathing difficulties; in more severe cases, infection can lead to death. This feed covers recent research on COVID-19.

Blastomycosis

Blastomycosis fungal infections spread through inhaling Blastomyces dermatitidis spores. Discover the latest research on blastomycosis fungal infections here.

Nuclear Pore Complex in ALS/FTD

Alterations in nucleocytoplasmic transport, controlled by the nuclear pore complex, may be involved in the pathomechanism underlying multiple neurodegenerative diseases including Amyotrophic Lateral Sclerosis and Frontotemporal Dementia. Here is the latest research on the nuclear pore complex in ALS and FTD.

Applications of Molecular Barcoding

The concept of molecular barcoding is that each original DNA or RNA molecule is attached to a unique sequence barcode. Sequence reads having different barcodes represent different original molecules, while sequence reads having the same barcode are results of PCR duplication from one original molecule. Discover the latest research on molecular barcoding here.

Chronic Fatigue Syndrome

Chronic fatigue syndrome is a disease characterized by unexplained disabling fatigue; the pathology of which is incompletely understood. Discover the latest research on chronic fatigue syndrome here.

Evolution of Pluripotency

Pluripotency refers to the ability of a cell to develop into three primary germ cell layers of the embryo. This feed focuses on the mechanisms that underlie the evolution of pluripotency. Here is the latest research.

Position Effect Variegation

Position Effect Variagation occurs when a gene is inactivated due to its positioning near heterochromatic regions within a chromosome. Discover the latest research on Position Effect Variagation here.

STING Receptor Agonists

Stimulator of IFN genes (STING) are a group of transmembrane proteins that are involved in the induction of type I interferon that is important in the innate immune response. The stimulation of STING has been an active area of research in the treatment of cancer and infectious diseases. Here is the latest research on STING receptor agonists.

Microbicide

Microbicides are products that can be applied to vaginal or rectal mucosal surfaces with the goal of preventing, or at least significantly reducing, the transmission of sexually transmitted infections. Here is the latest research on microbicides.