Use of consumer survey data to target cessation messages to smokers through mass media
Use of consumer survey data to target cessation messages to smokers through mass media
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DOI：
10.2105/ajph.2006.090340
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发表时间：
2008-03-01
影响因子：
12.7
通讯作者：
Maibach, Edward W.
中科院分区：
文献类型：
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作者：
Nelson, David E.;Gallogly, Meg;Maibach, Edward W.
目标.我们确定了接触最多吸烟者的大众媒体渠道，试图更有效地针对戒烟信息。从2002-2003年ConsumerStyles和HealthStyles全国成人调查（N = 11660）中获取吸烟者的覆盖范围估计值和指数得分，以估计电视、广播、报纸和杂志的总体和人口统计学特定暴露措施。吸烟者比不吸烟者看更多的电视，听更多的广播，读更少的杂志和报纸。近三分之一的吸烟者经常在白天或深夜看电视。选定的有线电视网络（美国，终身和探索频道）和选定的广播类型，如经典摇滚和乡村，有很高的覆盖率和成本效益的渠道，针对吸烟者。某些大众媒体渠道提供了有效的机会，有针对性的戒烟信息，使他们达到相对较大的吸烟者受众以相对较低的成本。本研究所采用的方法可应用于其他类型的健康风险因素，以改善健康传播规划和提高节目媒体支出的效率。
Objectives. We identified the mass media channels that reach the most cigarette smokers in an attempt to more effectively target smoking cessation messages.Methods. Reach estimates and index scores for smokers were taken from 2002-2003 ConsumerStyles and HealthStyles national surveys of adults (N = 11 660) to estimate overall and demographic-specific exposure measures for television, radio, newspapers, and magazines.Results. Smokers viewed more television, listened to more radio, and read fewer magazines and newspapers than did nonsmokers. Nearly one third of smokers were regular daytime or late-night television viewers. Selected cable television networks (USA, Lifetime, and Discovery Channel) and selected radio genres, such as classic rock and country, had high reach and were cost-efficient channels for targeting smokers.Conclusions. Certain mass media channels offer efficient opportunities to target smoking cessation messages so they reach relatively large audiences of smokers at relatively low cost. The approach used in this study can be applied to other types of health risk factors to improve health communication planning and increase efficiency of program media expenditures.