Background: In 1997, subsequent to a voter initiated tax increase on tobacco, Oregon implemented a comprehensive statewide tobacco prevention program, including a media campaign and a toll-free Oregon Tobacco Quit Line (OTQL). The anti-tobacco advertisements are tagged with the OTQL phone number. Methods: Data are collected on each caller to the OTQL that includes caller demographics, tobacco use history, stage of change, and how the caller heard about the OTQL. Media placement of advertisements is monitored by the media contractor. "Cost per call" is calculated by dividing the number of callers by the price of the media buy, within strata of how a caller heard of the Quit Line. Results: Calls to the OTQL go up immediately after radio or television advertisements begin and decrease to baseline levels within a few days after the advertisements stop. Radio cost per call is $200, while television cost per call is only $40, with some small variation depending on specific advertisement used.. Newspaper ads are not effective at getting calls to the Quit Line. Approximately 80% of tobacco users who call the OTQL are in the preparation/action stage, and this does not vary across the strata of how the caller heard about OTQL. Discussion: Data from this study show that the number of calls generated by media advertising is predictable, with television being the most cost-effective. States with Quit Lines can plan their media buys to ensure a steady number of callers to the Quit Line.
Learning Objectives: At the conclusion of the session, the participant (learner) in this session will be able to: 1. Describe the effectiveness of various media advertising in getting people to call a tobacco Quit Line and 2. Design an advertising plan to ensure a steady number of callers to a Quit Line
Keywords: Smoking Cessation, Media Campaigns
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.