Assessing the relationship between ad volume and awareness of a tobacco education media campaign.
Assessing the relationship between ad volume and awareness of a tobacco education media campaign.
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DOI：
10.1136/tc.2009.030692
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发表时间：
2010-04
期刊：
影响因子：
5.2
通讯作者：
Stevens C
中科院分区：
文献类型：
--
作者：
Cowling DW;Modayil MV;Stevens C
在公共卫生环境中，辅助广告回忆和电视广告投放水平之间的关系还没有很好地建立。我们通过回顾加州烟草控制计划（CTCP）8年来的媒体宣传来研究这种关联。 从2001年7月开始，对加州的竞选活动进行了连续监测，在媒体飞行后立即进行了五次电话系列调查和六次网络系列调查。我们使用基于人口的全州调查来衡量这些媒体航班中放置的广告的辅助回忆。有针对性的评级点（TRP）被用来衡量整个国家的广告投放强度。累积TRP表现出更强的关系，辅助广告回忆比飞行TRP或TRP密度。在对数转换累积TRP值后，这种关联增加。我们发现，使用基于网络的调查数据，对数累积TRP增加一个单位，会导致辅助广告召回增加13.6%，而使用电话调查数据，辅助广告召回增加5.3%。在加州，辅助广告召回和累计TRP之间的关系显示了大量的广告投放后，回报递减。这些发现可能是有用的，在规划未来的广告投放CTCP的媒体活动。
The relation between aided ad recall and level of television ad placement in a public health setting is not well established. We examine this association by looking back at 8 years of the California's Tobacco Control Program's (CTCP) media campaign. Starting in July 2001, California's campaign was continuously monitored using five telephone series of surveys and six web-based series of surveys immediately following a media flight. We used population-based statewide surveys to measure aided recall for advertisements that were placed in each of these media flights. Targeted rating points (TRPs) were used to measure ad placement intensity throughout the state. Cumulative TRPs exhibited a stronger relation with aided ad recall than flight TRPs or TRP density. This association increased after log-transforming cumulative TRP values. We found that a one-unit increase in log-cumulative TRPs led to a 13.6% increase in aided ad recall using web-based survey data, compared to a 5.3% increase in aided ad recall using telephone survey data. In California, the relation between aided ad recall and cumulative TRPs showed a diminishing return after a large volume of ad placements These findings may be useful in planning future ad placement for CTCP's media campaign.
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影响因子：
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