Increasing the dose of television advertising in a national antismoking ...

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Dec 16, 2015 - 83.9% of non-smokers recalled television campaign exposure versus 75.0% .... used in the development of the 2012 Tips campaign ads. Real.
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TC Online First, published on December 16, 2015 as 10.1136/tobaccocontrol-2015-052517 Research paper

Increasing the dose of television advertising in a national antismoking media campaign: results from a randomised field trial Tim McAfee,1 Kevin C Davis,2 Paul Shafer,2 Deesha Patel,1 Robert Alexander,1 Rebecca Bunnell1 1 Office on Smoking and Health, National Center for Chronic Disease Prevention and Health Promotion, Centers for Disease Control and Prevention, Atlanta, Georgia, USA 2 Center for Health Policy Science and Tobacco Research RTI International, Research Triangle Park, North Carolina, USA

Correspondence to Dr Tim McAfee, Office on Smoking and Health, Centers for Disease Control and Prevention, 4770 Buford Hwy, MS-K50, Atlanta, GA 30341, USA; [email protected] Received 29 June 2015 Accepted 30 October 2015

ABSTRACT Background While antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6 million quit attempts overall; however, the specific dose–response from the campaign was only assessed by self-report. Objective Assess the impact of higher ad exposure during the 2013 Tips campaign on quit-related behaviours and intentions, campaign awareness, communication about campaign, and disease knowledge. Methods A 3-month national media buy was supplemented within 67 (of 190) randomly selected local media markets. Higher-dose markets received media buys 3 times that of standard-dose markets. We compared outcomes of interest using data collected via web-based surveys from nationally representative, address-based probability samples of 5733 cigarette smokers and 2843 non-smokers. Results In higher-dose markets, 87.2% of smokers and 83.9% of non-smokers recalled television campaign exposure versus 75.0% of smokers and 73.9% of nonsmokers in standard-dose markets. Among smokers overall, the relative quit attempt rate was 11% higher in higher-dose markets (38.8% vs 34.9%; p