Details:

Alternative Title:
Prev Chronic Dis
Publisher's site:
http://dx.doi.org/10.5888/pcd12.150157
Personal Author:
Davis, Kevin C. ; Alexander, Robert L. ; Shafer, Paul ; Mann, Nathan ; Malarcher, Ann ; ... More +
Davis, Kevin C. ; Alexander, Robert L. ; Shafer, Paul ; Mann, Nathan ; Malarcher, Ann ; Zhang, Lei Less -
Description:
Introduction

We estimated changes in call volume in the United States in response to increases in advertising doses of the Tips From Former Smokers (Tips) campaign, the first federal national tobacco education campaign, which aired for 12 weeks from March 19 to June 10, 2012. We also measured the effectiveness of ad taglines that promoted calls directly with a quitline number (1-800-QUIT-NOW) and indirectly with a cessation help website (Smokefree.gov).

Methods

Multivariate regressions estimated the weekly number of calls to 1–800-QUIT-NOW by area code as a function of weekly market-level gross rating points (GRPs) from CDC’s Tips campaign in 2012. The number of quitline calls attributable solely to Tips was predicted.

Results

For quitline-tagged ads, an additional 100 television GRPs per week was associated with an increase of 89 calls per week in a typical area code in the United States (P < .001). The same unit increase in advertising GRPs for ads tagged with Smokefree.gov was associated with an increase of 29 calls per week in any given area code (P < .001). We estimated that the Tips campaign was responsible for more than 170,000 additional calls to 1–800-QUIT-NOW during the campaign and that it would have generated approximately 140,000 additional calls if all ads were tagged with 1–800-QUIT-NOW.

Conclusion

For campaign planners, these results make it possible to estimate 1) the likely impact of tobacco prevention media buys and 2) the additional quitline capacity needed at the national level should future campaigns of similar scale use 1–800-QUIT-NOW taglines exclusively.


Subject:
[+]
Advertising Health Promotion Hotlines Internet Multivariate Analysis Original Research Regression Analysis Smoking Cessation Smoking Prevention Television
Source:
Prev Chronic Dis. 12.
Pubmed ID:
26542143
Pubmed Central ID:
PMC4651112
Document Type:
Journal Article
Name as Subject:
Tips from Former Smokers Campaign
Place as Subject:
United States
Collection(s):
Preventing Chronic Disease
Main Document Checksum:
[+]
urn:sha256:1615c548da6e4815e4461786d0e3b770efacd3218ea6fc122808b0c3c3a96e42
Download URL:
https://stacks.cdc.gov/view/cdc/36139/cdc_36139_DS1.pdf
File Type:

Supporting Files

• 	license.txt	txt
  	PCD-12-E191.nxml	bin
  	PCD-12-E191s01.gif	gif
  	PCD-12-E191s01.jpg	jpeg

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