Traditional and Innovative Promotional Strategies of Tobacco Cessation Services: A Review of the Lit
Wednesday, March 12, 2014
Posted by: Natalia Gromov
J Community Health. 2014
Feb 11. [Epub ahead of print]
Innovative Promotional Strategies of Tobacco Cessation Services: A Review of
Momin B, Neri A, McCausland
K, Duke J, Hansen H, Kahende J, Zhang L, Stewart SL.
Smokers report great interest in quitting but few use effective treatments
including quitlines (QLs). This review examined traditional (TV, radio, print
ads) versus innovative tobacco cessation (internet, social media) promotions
for QL services. Existing literature shows that the amount of radio and print
advertising, and promotion of free cessation medications increases QL call
volume. Television advertising volume seems to be the best predictor of QL
service awareness. Much of the literature on Internet advertising compares the
characteristics of participants recruited for studies through various channels.
The majority of the papers indicated that Internet-recruited participants were
younger; this was the only demographic characteristic with high agreement
across studies. Traditional media was only studied within mass media campaigns
with TV ads having a consistent impact on increasing calls to QLs, therefore,
it is hard to distinguish the impact of traditional media as an independent QL
promotion intervention. With innovative media, while many QL services have a
presence on social media sites, there is no literature on evaluating the
effectiveness of these channels for quitline promotion.