The natural history of antismoking advertising recall: the influence of broadcasting parameters, emotional intensity and executional features
| Autor: | Donna Perez, Trish Cotter, Sally M. Dunlop |
|---|---|
| Rok vydání: | 2012 |
| Předmět: |
Adult
Male Health (social science) Adolescent Gross rating point Emotions Population Target audience Smoking Prevention Health Promotion Broadcasting Logistic regression Young Adult Humans education Aged education.field_of_study Recall business.industry Data Collection Public Health Environmental and Occupational Health Advertising Middle Aged Social marketing Cross-Sectional Studies Logistic Models Social Marketing Mental Recall Survey data collection Female Smoking Cessation Television Psychology business |
| Zdroj: | Tobacco Control. 23:215-222 |
| ISSN: | 1468-3318 0964-4563 |
| Popis: | Background The necessary first steps for televised media campaign effects are population exposure and recall. To maximise the impact of campaign funding, it is critical to identify modifiable factors that increase the efficiency of an advertisement reaching the target audience and of their recalling that advertisement. Methods Data come from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters from the state of New South Wales, Australia, collected between April 2005 and December 2010 (total n=13 301). Survey data were merged with commercial TV ratings data (Gross Rating Points (GRPs)) to estimate individuals’ exposure to antismoking campaigns. Results Multivariable logistic regression analyses indicated that GRPs and broadcasting recency were positively associated with advertisement recall, such that advertisements broadcast more at higher levels or in more recent weeks were more likely to be recalled. Advertisements were more likely to be recalled in their launch phase than in following periods. Controlling for broadcasting parameters, advertisements higher in emotional intensity were more likely to be recalled than those low in emotion; and emotionally intense advertisements required fewer GRPs to achieve high levels of recall than lower emotion advertisements. There was some evidence for a diminishing effect of increased GRPs on recall. Conclusions In order to achieve sufficient levels of population recall of antismoking campaigns, advertisements need to be broadcast at adequate levels in relatively frequent cycles. Advertisements with highly emotional content may offer the most efficient means by which to increase population recall. |
| Databáze: | OpenAIRE |
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