JDS-319 - Abstract: Anti-smoking media campaign is an...

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Abstract : Anti-smoking media campaign is an e f ective tobacco control strategy. How to identify what types of advertising messages are e f ective is important for maximizing the use of limited funding sources for such campaigns. Anti-smoking mass media campaign has been shown to signiFcantly reduce the progression to regular smoking among both adults and adolescents, ±lynn et. al (1992, 1994, 1995), Hu et. al (1995), Popham et. al (1995), Siegel et. al (1998, 2000) and Worden et. al (1996). However, developmen t and evaluation of anti- smoking media campaign are di cult due to multiple reasons, such as insu cien t public or private funding, existence of multiple intervention programs and lack of evaluation methodology for design and analysis Worden et. al (1999). Many previous studies emphasize the behavioral changing e f ect of media campaigns on smoking initiation or cessation. Alternatively, another type of evaluation studies focus on the advertising e f ectiveness by assessing the relationship between ad characteristics and responses from the target audience. This type of s tudies addresses research questions such as “What type of ads are more likely to be remembered and are perceived to be more e f ectiveness?” These information are valuable for anti-smoking advertising agencies who are under the constraint of limited budget. There are relatively fewer studies of the second type in the literature. Goldman and Glantz (1998) studied 118 anti-tobacco advertisements and grouped them into thematic categories. They found that the messages on second- hand smoking and industry manipulation are e f ective in reaching all audiences compared to youth access to tobacco, short-term e f ects (such as yellow-teeth), long term health e f ects and romantic re jection. Pechmann and Goldberg (1998) used a message-based topology of large number of anti-smoking ads for youth to classify them into three types: fear appeals, peer norms and tobacco marketing manipulation. Comparison of the reaction from one set of a particular type of ads and a set of
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This note was uploaded on 09/09/2010 for the course ACCOUNTING 2345 taught by Professor Dr.ijueh during the Spring '10 term at twsu.edu.

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JDS-319 - Abstract: Anti-smoking media campaign is an...

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