Online advertising as a public health and recruitment tool: comparison of different media campaigns to increase demand for smoking cessation interventions.
Online advertising as a public health and recruitment tool: comparison of different media campaigns to increase demand for smoking cessation interventions.
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DOI：
10.2196/jmir.1001
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发表时间：
2008-12-15
影响因子：
7.4
通讯作者：
Pfaff L
中科院分区：
文献类型：
--
作者：
Graham AL;Milner P;Saul JE;Pfaff L
为了提高戒烟治疗的总体影响（达到×功效）并降低人口吸烟率，需要创新策略来增加消费者对戒烟治疗的需求和使用。鉴于每年有 1200 万人搜索戒烟信息，在线广告可能是接触和招募在线吸烟者接受治疗的一种经济高效的方法。在线广告可以通过多种形式实施，调查一致表明消费者是愿意接受的。很少有研究探讨在线广告招募吸烟者接受戒烟治疗的潜力。 该研究的目的是（1）证明在线广告作为增加消费者戒烟治疗需求的策略的可行性，（2）说明可用于跟踪和评估在线广告对治疗利用影响的工具，以及（3）强调研究人员的一些方法挑战和未来方向。 采用观察性设计来检验在线广告与传统招募方法（广告牌、电视和广播广告、户外广告、直邮和医生详细介绍）相比对几个因变量的影响：(1) 参加基于网络或电话的戒烟治疗的人数，(2) 招募接受治疗的吸烟者的人口、吸烟和治疗利用特征，以及 (3) 招募吸烟者的成本。在线广告的几种创意方法（横幅广告、付费搜索）在国家和地方网站以及搜索引擎上进行了测试。对照组由在同一时期因传统广告而注册接受基于网络的戒烟治疗的个人组成。 研究期间共有 130,214 人对广告做出了回应：其中 23,923 人（18.4%）回应了传统招聘方式，106,291 人（81.6%）回应了在线广告。在点击在线广告的人中，有 9655 人 (9.1%) 注册了戒烟治疗：仅通过网络注册的占 6.8% (n = 7268)，仅通过电话注册的占 1.1% (n = 1119)，通过网络和电话注册的占 1.2% (n = 1268)。与传统的招聘方式相比，在线广告招募的男性、年轻人、少数族裔/族裔、高中及以下教育程度的人以及依赖吸烟者的比例更高。成本效益分析与传统的招募策略相比具有优势，每位登记吸烟者的成本低至 5-8 美元。 开发和评估新方法来增加消费者对循证戒烟服务的需求对于经济高效地降低人口吸烟率至关重要。结果表明，在线广告是招募吸烟者接受基于网络和电话的戒烟干预措施的一种有前景的方法。 9.1% 的入学率超过了大多数传统招聘方法的研究。在线广告强大的定位能力为接触可能对其他形式的广告没有反应的吸烟者子群体提供了新的机会。在线广告还提供了独特的评估机会和挑战，以严格确定其影响和价值。
To improve the overall impact (reach × efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments. The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessation treatments, (2) illustrate the tools that can be used to track and evaluate the impact of online advertising on treatment utilization, and (3) highlight some of the methodological challenges and future directions for researchers. An observational design was used to examine the impact of online advertising compared to traditional recruitment approaches (billboards, television and radio ads, outdoor advertising, direct mail, and physician detailing) on several dependent variables: (1) number of individuals who enrolled in Web- or telephone-based cessation treatment, (2) the demographic, smoking, and treatment utilization characteristics of smokers recruited to treatment, and (3) the cost to enroll smokers. Several creative approaches to online ads (banner ads, paid search) were tested on national and local websites and search engines. The comparison group was comprised of individuals who registered for Web-based cessation treatment in response to traditional advertising during the same time period. A total of 130,214 individuals responded to advertising during the study period: 23,923 (18.4%) responded to traditional recruitment approaches and 106,291 (81.6%) to online ads. Of those who clicked on an online ad, 9655 (9.1%) registered for cessation treatment: 6.8% (n = 7268) for Web only, 1.1% (n = 1119) for phone only, and 1.2% (n = 1268) for Web and phone. Compared to traditional recruitment approaches, online ads recruited a higher percentage of males, young adults, racial/ethnic minorities, those with a high school education or less, and dependent smokers. Cost-effectiveness analyses compare favorably to traditional recruitment strategies, with costs as low as US $5-$8 per enrolled smoker. Developing and evaluating new ways to increase consumer demand for evidence-based cessation services is critical to cost-efficiently reduce population smoking prevalence. Results suggest that online advertising is a promising approach to recruit smokers to Web- and telephone-based cessation interventions. The enrollment rate of 9.1% exceeds most studies of traditional recruitment approaches. The powerful targeting capabilities of online advertising present new opportunities to reach subgroups of smokers who may not respond to other forms of advertising. Online advertising also provides unique evaluation opportunities and challenges to determine rigorously its impact and value.
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影响因子：
12.7
作者：
Glasgow, RE;Vogt, TM;Boles, SM
通讯作者：
Boles, SM
影响因子：
4.7
作者：
An, Lawrence C.;Hennrikus, Deborah J.;Ahluwalia, Jasjit S.
通讯作者：
Ahluwalia, Jasjit S.
影响因子：
4.7
作者：
Cobb, NK;Graham, AL;Abrams, DB
通讯作者：
Abrams, DB
DOI：
10.1080/09540120412331292507
发表时间：
2004-11-01
影响因子：
1.7
作者：
Bull, SS;Lloyd, L;McFarlane, M
通讯作者：
McFarlane, M
影响因子：
7.4
作者：
Cobb, Nathan K.;Graham, Amanda L.
通讯作者：
Graham, Amanda L.