ERIC Number: EJ947997
Record Type: Journal
Publication Date: 2011-Dec
Abstractor: As Provided
Reference Count: N/A
Effects of Mass Media Campaign Exposure Intensity and Durability on Quit Attempts in a Population-Based Cohort Study
Wakefield, M. A.; Spittal, M. J.; Yong, H-H.; Durkin, S. J.; Borland, R.
Health Education Research, v26 n6 p988-997 Dec 2011
Objective: To assess the extent to which intensity and timing of televised anti-smoking advertising emphasizing the serious harms of smoking influences quit attempts. Methods: Using advertising gross rating points (GRPs), we estimated exposure to tobacco control and nicotine replacement therapy (NRT) advertising in the 3, 4-6, 7-9 and 10-12 months prior to follow-up of a replenished cohort of 3037 Australian smokers during 2002-08. Using generalized estimating equations, we related the intensity and timing of advertising exposure from each source to the likelihood of making a quit attempt in the 3 months prior to follow-up. Results: Tobacco control advertising in the 3-month period prior to follow-up, but not in more distant past periods, was related to a higher likelihood of making a quit attempt. Each 1000 GRP increase per quarter was associated with an 11% increase in making a quit attempt [odds ratio (OR) = 1.11, 95% confidence interval (CI) 1.03-1.19, P = 0.009)]. NRT advertising was unrelated to quit attempts. Conclusions: Tobacco control advertising emphasizing the serious harms of smoking is associated with short-term increases in the likelihood of smokers making a quit attempt. Repeated cycles of higher intensity tobacco control media campaigns are needed to sustain high levels of quit attempts.
Descriptors: Advertising, Smoking, Mass Media Effects, Mass Media, Television, Drug Therapy, Foreign Countries, Correlation, Health
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Publication Type: Journal Articles; Reports - Research
Education Level: N/A
Authoring Institution: N/A
Identifiers - Location: Australia