The impact of televised tobacco control advertising content on campaign recall: Evidence from the International Tobacco Control (ITC) United Kingdom Survey

BMC Public Health

Sarah Lewis³  Geoffrey T Fong⁴  Robert Heath²  Lisa Szatkowski³  Anna Gilmore¹  Michelle Sims¹  Tessa E Langley³  Ann McNeill⁵  Sol Richardson³ 

[1] UK Centre for Tobacco and Alcohol Studies, Department for Health, University of Bath, Claverton Down, Bath BA2 7AY, UK;School of Management, University of Bath, Claverton Down, Bath BA2 7AY, UK;UK Centre for Tobacco and Alcohol Studies, Division of Epidemiology and Public Health, University of Nottingham, Clinical Sciences Building, Nottingham City Hospital, Nottingham NG5 1 PB, UK;Ontario Institute for Cancer Research, Toronto, ON, Canada;UK Centre for Tobacco and Alcohol Studies, Institute of Psychiatry, King’s College London, 16 de Crespigny Park, London SE5 8AF, UK

关键词: Emotive content;    Recall;    Mass media campaigns;    Tobacco control;   

Others  :  1131450
DOI  :  10.1186/1471-2458-14-432

 received in 2014-01-22, accepted in 2014-04-25,  发布年份 2014

【 摘 要 】

Background

Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall.

Methods

Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content.

Results

Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall.

Conclusions

Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously.

【 授权许可】

   
2014 Richardson et al.; licensee BioMed Central Ltd.

【 图 表 】

Figure 1.

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