The Adult Tobacco Survey examines tobacco-related behavior, knowledge, and attitudes among New Jersey residents, as well as awareness of related media. ATS is an ongoing Random Digit Dialing telephone survey of adults that oversamples for young adults, smokers, and recent quitters. The interview addresses several content areas including demographics, tobacco use, smoking cessation, ETS, medical practitioner advice, health status, tobacco knowledge, tobacco policy, health coverage, and media. ATS is also a primary means of evaluating New Jersey's Comprehensive Tobacco Control Program and measuring the effects of counter-marketing efforts.
This presentation will address ATS methodology in general and discuss methods of and findings from the current survey's media and marketing questions and questions on attitudes targeted by Program initiatives (e.g., ETS, smoking cessation). Media questions were designed to measure confirmed awareness of specific advertisements and respondents' reactions to these, in addition to unaided recall of recent tobacco control advertising. Findings relating to these will be discussed, with special attention to confirmed awareness of New Jersey Comprehensive Tobacco Control Program messages, counter-marketing messages from other sources, and tobacco industry "image" advertising and respondents' reactions to these ads. Discussion will include the results of ATS questions aimed at monitoring changes over time in response to ongoing campaigns and messages.
Findings relating to young adults' exposure to and participation in tobacco marketing and promotion (e.g., industry-sponsored concerts, purchase of brand-related merchandise) will also be reported.
Learning Objectives: (1) Discuss methods for evaluating statewide tobacco control efforts and (2) Determine how tobacco-related attitudes, norms, and behaviors change over time in response to counter-marketing efforts.
Keywords: Tobacco, Media
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.