EFFECTIVESS OF TARGETED ANTISMOKING COMMUNICATIONS

这项研究的目的是开发和测试有针对性的 旨在激励和协助的沟通策略 吸烟的人要戒烟。这项研究将涉及 两个癌症中心的研究人员的合作努力， 位于纽约布法罗的罗斯威尔公园纪念学院(RPMI)， 以及费城的福克斯·蔡斯癌症中心， 宾夕法尼亚州。这项拟议的研究背后的理论是 针对特定人群量身定做的通信 细分市场将比通信更有效， 不是靶子。我们选择了女性吸烟者与 将幼儿(6岁以下)作为这一目标人群 研究。拟议的研究涉及两个独立的，但 理论上相关和协调的实验。第一 实验涉及对目标大众媒体的测试 旨在激励吸烟者致电CIS寻求帮助的活动 关于戒烟的信息。这场运动将混合使用 专业制作的电视和广播广告以及印刷品 材料，在12个月内分两次、3个月一波执行 句号。这场运动将量身定做，以迎合利益 以及目标人群的媒体使用习惯，尽管回应 将对其他吸烟者对竞选活动的影响进行评估。这个 活动将在位于以下地点的14个媒体市场中的7个实施 纽约州、宾夕法尼亚州、新泽西州和特拉华州。 对这项运动的反应将通过监测 打给独联体在中国和菲律宾的办公室的电话数量 居住在试验区和控制区的吸烟者。 第二个实验涉及到有效性的比较。 三本自助戒烟手册。这项研究 人口将包括学龄前女性吸烟者 打电话给独联体寻求戒烟信息的儿童。 研究对象将被随机分配到三组中的一组。 第1组，目标群体，将收到一本小册子，题为， 《戒烟时代》是专门为女性写的 学龄前儿童。被分配到第二组的吸烟者将 接受美国肺脏协会最近修订的戒烟- 吸烟小册子，题为《为您戒烟和 您的家庭“。第三组将获得”净化空气“，一个 由NCI开发的自助手册。注册的科目 小册子研究将于来电后6个月以电话跟进 CI评估吸烟行为的变化。

The aim of this research is to develop and test targeted communication strategies designed to motivate and assist cigarette smokers to stop smoking. This study will involve the collaborative efforts of investigators at two cancer centers, Roswell Park Memorial Institute (RPMI) in Buffalo, New York, and The Fox Chase Cancer Center (FCCC) in Philadelphia, Pennsylvania. The theory underlying the proposed research is that communications which are tailored to specific population segments will be more effective than communications which are not targeted. We have selected women cigarette smokers with young children (under age 6) as the target population for this research. The proposed research involves two separate, but theoretically related and coordinated experiments. The first experiment involves the testing of a targeted mass media campaign designed to motivate smokers to call CIS for information on quitting. The campaign will use a mix of professionally produced television and radio spots and print material, executed in two, 3-month waves over a 12-month period. The campaign will be tailored to appeal to the interests and media-use habits of the target population, although response to the campaign from other smokers will be assessed. The campaign will be implemented in 7 of 14 media markets located in New York State, Pennsylvania, New Jersey, and Delaware. Response to the campaign will be assessed by monitoring the number of calls to the CIS offices at FCCC and RPMI from smokers residing in the experimental and control market areas. The second experiment involves a comparison of the effectiveness of three self-help smoking cessation booklets. The study population will include women smokers with preschool-aged children who call CIS seeking information on how to stop smoking. Study subjects will be randomly assigned to one of three groups. Group 1, the targeted group, will receive a booklet entitled, "Quitting Times" which was written specifically for women with preschool-aged children. Smokers assigned to Group 2 will receive the American Lung Association's recently revised quit- smoking booklet entitled, "Freedom from Smoking for You and Your Family". A third group will receive "Clearing the Air", a self-help booklet developed by the NCI. Subjects enrolled in the booklet study will be followed up by phone 6 months after calling CIS to assess changes in smoking behavior.