Applying Quantitative Approaches to the Formative Evaluation of Antismoking Campaign Messages

Details

• Alternative Title:
  Soc Mar Q
• Personal Author:
  Parvanta, Sarah ; Gibson, Laura ; Forquer, Heather ; Shapiro-Luft, Dina ; Dean, Lorraine ; Freres, Derek ; Lerman, Caryn ; Mallya, Giridhar ; Moldovan-Johnson, Mihaela ; Tan, Andy ; Cappella, Joseph ; Hornik, Robert
• Description:
  This article shares an in-depth summary of a formative evaluation that used quantitative data to inform the development and selection of promotional ads for the antismoking communication component of a social marketing campaign. A foundational survey provided cross-sectional data to identify beliefs about quitting smoking that campaign messages should target, as well as beliefs to avoid. Pretesting draft ads against quantitative indicators of message effectiveness further facilitated the selection and rejection of final campaign ads. Finally, we consider lessons learned from the process of balancing quantitative methods and judgment to make formative decisions about more and less promising persuasive messages for campaigns.
• Subjects:
  Article Formative Evaluation Monitoring And Evaluation Tobacco Cessation
• Source:
  Soc Mar Q. 19(4):242-264.
• Pubmed ID:
  24817829
• Pubmed Central ID:
  PMC4012855
• Document Type:
  Journal Article
• Funding:
  P50 CA095856/CA/NCI NIH HHS/United States ; U58 DP002633/DP/NCCDPHP CDC HHS/United States
• Volume:
  19
• Issue:
  4
• Collection(s):
  CDC Public Access
• Main Document Checksum:
  urn:sha256:30a2b4b5e40a60b08b70eac0ab2ceb6adf7648e93f0cf66f8a2b278d9e3203ab
• Download URL:
  https://stacks.cdc.gov/view/cdc/41957/cdc_41957_DS1.pdf
• File Type:
  [PDF - 336.75 KB ]