The 130th Annual Meeting of APHA

Abstract #43423

Melanie Wakefield, PhD¹, George Balch, DrPH², Sherry Emery, PhD³, Yvonne Terry-McElrath, MSA⁴, Glen Sczczypka³, Erin Ruel, MA⁵, Brian Flay, DPhil³, and Frank Chaloupka, PhD⁵. (1) Anti-Cancer Council of Victoria, Centre for Behavioural Research in Cancer, 100 Drummond Street, Carlton, Victoria, 3053, Australia, 61-3-9635 5046, Melanie.Wakefield@accv.org.au, (2) Health and Research Policy Centers, 850 W. Jackson Blvd, Chicago, IL 60607, (3) Health Research and Policy Centers, University of Illinois at Chicago, 850 W Jackson Blvd., Suite 400, Chicago, IL 60607, (4) Institute for Social Research, University of Michigan, Survey Research Center, Room 2341, 426 Thompson Street, Ann Arbor, MI 48104-2321, (5) Health Research and Policy Centers (M/C 275), University of Illinois at Chicago, 850 West Jackson Blvd, Suite 400, Chicago, IL 60607-3025

This paper outlines a study relating indices of exposure to anti-smoking advertising to survey data on smoking behavior from the Monitoring the Future surveys (MTFS) of American school students. Television media monitoring data are being used to derive indices of exposure to all televised anti-smoking advertising (expressed as monthly gross rating points (GRPs)) in the 50-75 top media markets from 1994 to 2002. These data will be matched to students in MTFS schools that fall within the geographic boundaries of respective media markets. We present data from a sample of media markets to illustrate the variation over time and between markets in amount of advertising broadcast by state/national tobacco control programs, pharmaceutical companies (nicotine replacement therapy and Zyban) and tobacco companies (youth smoking prevention and public relations purposes). We also present data from a sub-study designed to develop indices of ‘effectiveness-adjusted’ advertising applied as weights to the GRP data. The ad-rating protocol involved a total of 280 teens and a total of 50 ads that represent the universe of ads in the database. Within each rating session, after viewing each of 10 anti-smoking ads twice, each teen completed a series of ratings about the ad, and was telephoned one week later to determine which ads they recalled, had thought more about, or discussed with others. We present data on the characteristics of ads most associated with higher rates of recall and cognitive processing at follow-up and our plans for construction of ‘effectiveness-adjusted’ GRPs to relate to student smoking survey data.

Learning Objectives:

• After attending this session the participant will be able to 1)Define "gross rating point" and understand the concept's role in quantifying media campaigns; 2)Discuss characteristics of ads that receive high rates of recall.

Keywords: Media Campaigns, Smoking

Related Web page: www.impacteen.org/media/home.htm

Presenting author's disclosure statement:
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.