This study explores which groups in California are most likely to be exposed to pro-tobacco marketing and, at the same time, least likely to see or hear the advertisements of the California anti-tobacco media campaign for general audiences. Data are presented on 23,718 10th grade youth and 22,023 adults who were surveyed in California between 1996 and 2000. These data were originally collected as part of the Independent Evaluation of the California Tobacco Program (CTP), using in-school surveys of youth and phone surveys of adults, in order to assess relationships between exposure to the CTP and tobacco-related outcomes. Data analysis has been conducted using the SPSS Answer Tree program, a categorical method that makes it possible to increasingly segment the population to arrive at very specific sub-population groups. We consider the four youth and adult groups most likely to have the risky combination of low anti- and high pro-tobacco media exposure to be the “very underserved”. The analysis presented here focuses on exploring combinations of race, Hispanic and Asian ethnicity, English language proficiency, smoking status, and, for adults, educational achievement, income and age groups that produce these four groups. In the initial analysis, English-language proficiency is the strongest predictor of exposure, followed by increasing segmentation along the lines of race/ethnicity, gender and smoking status to predict exposure to tobacco-related media. This presentation will identify the very underserved and the tobacco-related beliefs and behaviors of these sub-groups, along with recommendations for tailoring tobacco control interventions.
Learning Objectives: 1. Describe how categorical data analysis can be used to increasingly segment the audience in a health campaign. 2. Identify one youth and one adult group that have very high pro-tobacco marketing exposure and very low general audience anti-tobacco advertising exposure in California.
Keywords: Tobacco, Media
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: None
Disclosure not received
Relationship: Not Received.