The relation between media promotions and service volume for a statewide tobacco quitline and a web-based cessation program

BMC Public Health

Research Article

Barbara A Schillo¹  Andrea Mowery¹  Raymond G Boyle¹  Michael G Luxenberg²  Matthew Christenson²  Lija O Greenseid²  Andrew Zieffler³ 

[1] ClearWay Minnesota SM, 8011 34th Avenue South, 55425, Minneapolis, MN, USA;Professional Data Analysts, Inc., 219 Main Street SE, Suite 302, 55414, Minneapolis, MN, USA;University of Minnesota, 56 East River Road, 55455, Minneapolis, MN, USA;

关键词: Media Campaign;    Tobacco Cessation;    Tobacco User;    Secondhand Smoke;    Economic Stress;   

DOI  :  10.1186/1471-2458-11-939

 received in 2011-06-06, accepted in 2011-12-16,  发布年份 2011

来源: Springer

【 摘 要 】

BackgroundThis observational study assessed the relation between mass media campaigns and service volume for a statewide tobacco cessation quitline and stand-alone web-based cessation program.MethodsMultivariate regression analysis was used to identify how weekly calls to a cessation quitline and weekly registrations to a web-based cessation program are related to levels of broadcast media, media campaigns, and media types, controlling for the impact of external and earned media events.ResultsThere was a positive relation between weekly broadcast targeted rating points and the number of weekly calls to a cessation quitline and the number of weekly registrations to a web-based cessation program. Additionally, print secondhand smoke ads and online cessation ads were positively related to weekly quitline calls. Television and radio cessation ads and radio smoke-free law ads were positively related to web program registration levels. There was a positive relation between the number of web registrations and the number of calls to the cessation quitline, with increases in registrations to the web in 1 week corresponding to increases in calls to the quitline in the subsequent week. Web program registration levels were more highly influenced by earned media and other external events than were quitline call volumes.ConclusionOverall, broadcast advertising had a greater impact on registrations for the web program than calls to the quitline. Furthermore, registrations for the web program influenced calls to the quitline. These two findings suggest the evolving roles of web-based cessation programs and Internet-use practices should be considered when creating cessation programs and media campaigns to promote them. Additionally, because different types of media and campaigns were positively associated with calls to the quitline and web registrations, developing mass media campaigns that offer a variety of messages and communicate through different types of media to motivate tobacco users to seek services appears important to reach tobacco users. Further research is needed to better understand the complexities and opportunities involved in simultaneous promotion of quitline and web-based cessation services.

【 授权许可】

CC BY   
© Schillo et al; licensee BioMed Central Ltd. 2011