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
Ann McNeill firstname.lastname@example.org
TESSA LANGLEY TESSA.LANGLEY@NOTTINGHAM.AC.UK
Anna B. Gilmore email@example.com
LISA SZATKOWSKI LISA.SZATKOWSKI@NOTTINGHAM.AC.UK
Geoffrey T. Fong
Professor SARAH LEWIS firstname.lastname@example.org
Professor of Medical Statistics
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.
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|
|Peer Reviewed||Peer Reviewed|
|Keywords||Tobacco control, Mass media campaigns, Recall, Emotive content|
|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|
Richardson 2014 BMC Public Health.pdf
Copyright information regarding this work can be found at the following address: http://creativecommons.org/licenses/by/4.0