Televised Antismoking Advertising

Effects of Level and Duration of Exposure

Bibliographic Data

ID11019641
AuthorsSally Dunlop (0000-0002-2195-1003, Sally Dunlop is with the Sydney School of Public Health, University of Sydney, Australia. Trish Cotter and Donna Perez are with the Prevention Division, Cancer Institute New South Wales, Australia. Trish Cotter is also a technical advisor for the World Lung Foundation, New York, NY. Melanie Wakefield is with the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.), Trish Cotter (0000-0002-8331-1351, Sally Dunlop is with the Sydney School of Public Health, University of Sydney, Australia. Trish Cotter and Donna Perez are with the Prevention Division, Cancer Institute New South Wales, Australia. Trish Cotter is also a technical advisor for the World Lung Foundation, New York, NY. Melanie Wakefield is with the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.), Donna Perez (0000-0002-6067-8003, Sally Dunlop is with the Sydney School of Public Health, University of Sydney, Australia. Trish Cotter and Donna Perez are with the Prevention Division, Cancer Institute New South Wales, Australia. Trish Cotter is also a technical advisor for the World Lung Foundation, New York, NY. Melanie Wakefield is with the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.), Michael Wakefield (0000-0002-6183-5699, Cancer Institute of New South Wales), Melanie Wakefield (Sally Dunlop is with the Sydney School of Public Health, University of Sydney, Australia. Trish Cotter and Donna Perez are with the Prevention Division, Cancer Institute New South Wales, Australia. Trish Cotter is also a technical advisor for the World Lung Foundation, New York, NY. Melanie Wakefield is with the Centre for Behavioural Research in Cancer, Cancer Council Victoria, Melbourne, Victoria, Australia.)
Year2013
Volume103
Issue8
Pagese66-e73
Publication date2013-08-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueAmerican Journal of Public Health (JOURNAL)
Journal identifiersISSN: 0090-0036 • E-ISSN: 1541-0048
PublisherAmerican Public Health Association (PUBLISHER • US)
DOI10.2105/ajph.2012.301079
PMID23763419
PMCIDPMC4007869
OpenAlexW1993138905
LanguageEN
Citations received9
References cited27

Objectives. We assessed the effects of levels and duration of exposure to televised antismoking advertising on cognitive and behavioral changes. Methods. We used data from a serial cross-sectional telephone survey with weekly interviews of adult smokers and recent quitters in New South Wales, Australia (n = 13 301), between April 2005 and December 2010. We merged survey data with commercial TV ratings data to estimate individuals’ exposure to antismoking advertising. Results. Logistic regression analyses indicated that after adjustment for a wide range of potential confounders, exposure to antismoking advertising at levels between 100 and 200 gross rating points per week on average over 6 to 9 weeks was associated with an increased likelihood of having (1) salient quitting thoughts and (2) recent quit attempts. Associations between exposure for shorter periods and these outcomes were not significant. Conclusions. Broadcasting schedules may affect the success of antismoking ads. Campaign planners should ensure advertising exposure at adequate frequency over relatively sustained periods to maximize impact

Advertising · Affect (linguistics) · Confounding · Duration (music) · Environmental health · Logistic regression · Telephone interview · Telephone survey · Behavioral Health and Interventions · Consumer Market Behavior and Pricing · Demography · Medicine · Psychology · Smoking Behavior and Cessation

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