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The impact of televised tobacco control advertising content on campaign recall: evidence from the International Tobacco Control (ITC) United Kingdom Survey

Richardson, Sol; McNeill, Ann; Langley, Tessa; Sims, Michelle; Gilmore, Anna B.; Szatkowski, Lisa; Heath, Robert; Fong, Geoffrey T.; Lewis, Sarah

Authors

Sol Richardson

Ann McNeill ann.mcneill@kcl.ac.uk

Michelle Sims

Anna B. Gilmore a.gilmore@bath.ac.uk

Robert Heath

Geoffrey T. Fong



Abstract

BACKGROUND: Although there is some evidence to support an association between exposure to televised tobacco control campaigns and recall among youth, little research has been conducted among adults. In addition, no previous work has directly compared the impact of different types of emotive campaign content. The present study examined the impact of increased exposure to tobacco control advertising with different types of emotive content on rates and durations of self-reported recall.

METHODS: Data on recall of televised campaigns from 1,968 adult smokers residing in England through four waves of the International Tobacco Control (ITC) United Kingdom Survey from 2005 to 2009 were merged with estimates of per capita exposure to government-run televised tobacco control advertising (measured in GRPs, or Gross Rating Points), which were categorised as either “positive” or “negative” according to their emotional content.

RESULTS: Increased overall campaign exposure was found to significantly increase probability of recall. For every additional 1,000 GRPs of per capita exposure to negative emotive campaigns in the six months prior to survey, there was a 41% increase in likelihood of recall (OR = 1.41, 95% CI: 1.24–1.61), while positive campaigns had no significant effect. Increased exposure to negative campaigns in both the 1–3 months and 4–6 month periods before survey was positively associated with recall.

CONCLUSIONS: Increased per capita exposure to negative emotive campaigns had a greater effect on campaign recall than positive campaigns, and was positively associated with increased recall even when the exposure had occurred more than three months previously.

Citation

Richardson, S., McNeill, A., Langley, T., Sims, M., Gilmore, A. B., Szatkowski, L., …Lewis, S. (2014). The impact of televised tobacco control advertising content on campaign recall: evidence from the International Tobacco Control (ITC) United Kingdom Survey. BMC Public Health, 14, doi:10.1186/1471-2458-14-432

Journal Article Type Article
Acceptance Date Apr 25, 2014
Publication Date May 7, 2014
Deposit Date May 6, 2016
Publicly Available Date May 6, 2016
Journal BMC Public Health
Electronic ISSN 1471-2458
Publisher Humana Press
Peer Reviewed Peer Reviewed
Volume 14
Article Number 432
DOI https://doi.org/10.1186/1471-2458-14-432
Keywords Tobacco control, Mass media campaigns, Recall, Emotive content
Public URL http://eprints.nottingham.ac.uk/id/eprint/33154
Publisher URL http://bmcpublichealth.biomedcentral.com/articles/10.1186/1471-2458-14-432
Related Public URLs http://www.ncbi.nlm.nih.gov/pmc/articles/PMC4024099/
Copyright Statement Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0

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Copyright Statement
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0





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