The influence of television advertisements on promoting calls to telephone quitlines
The influence of television advertisements on promoting calls to telephone quitlines
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DOI：
10.1093/her/cys113
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发表时间：
2013-02-01
影响因子：
2.4
通讯作者：
Pechacek, Terry
中科院分区：
文献类型：
--
作者：
Farrelly, Matthew;Mann, Nathan;Pechacek, Terry
这项研究的目的是评估2002年至2005年9个州的戒烟、二手烟和其他烟草控制电视广告在宣传戒烟热线方面的相对有效性。每季度，测量媒体市场中每10 000名成年吸烟者中使用戒烟热线的人数。负二项回归分析被用来连接呼叫率的市场水平接触烟草控制电视广告的整体和信息的主题。来电率与广告曝光率呈正相关（P < 0.001）。宣传戒烟（P < 0.001）、强调二手烟危害（P = 0.037）和所有其他烟草反营销广告（P = 0.027）的广告与戒烟热线电话率显著相关。接触戒烟、二手烟和其他烟草反营销广告的人数每增加10%，来电率分别增加1.1%、0.2%和0.4%。当卷烟消费税增加（P < 0.001）和全面无烟空气法覆盖的人口比例增加（P = 0.022）时，呼叫率显着增加。虽然宣传戒烟的广告是最有效的推动戒烟的广告，但其他主题，如强调二手烟危害的信息，也会促使他们戒烟。
The aim of the study was to assess the relative effectiveness of cessation, secondhand smoke and other tobacco control television advertisements in promoting quitlines in nine states from 2002 through 2005. Quarterly, the number of individuals who used quitlines per 10 000 adult smokers in a media market are measured. Negative binomial regression analysis was used to link caller rates to market-level exposure to tobacco control television advertisements overall and by message theme. The relationship between caller rates and advertising exposure was positive and statistically significant (P < 0.001). Advertisements that focus on promoting cessation (P < 0.001), highlighting the dangers of secondhand smoke (P = 0.037), and all other tobacco countermarketing advertisements (P = 0.027) were significantly associated with quitline caller rates. For every 10% increase in exposure to cessation, secondhand smoke and other tobacco countermarketing advertisements, caller rates increased by 1.1, 0.2 and 0.4%, respectively. Caller rates significantly increased in quarters when cigarette excise tax increased (P < 0.001) and when the percentage of the population covered by comprehensive smoke-free air laws increased (P = 0.022). Although advertisements promoting cessation are the most effective in driving quitline use, other topics, such as messages highlighting the dangers of secondhand smoke, also prompt their quitlines.