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NAQC Newsroom: Research

Investigating the Relation Between Placement of Quit Antismoking Advertisements and Number of Teleph

Thursday, February 09, 2012  
Posted by: Natalia Gromov
Erbas B, Bui Q, Huggins R, Harper T, White V. J Epidemiol Community Health 2006;60:180–182.
This study examined the relationship between placement of antismoking advertisements and calls to the Victoria (Australia) Quitline between August 1, 2000 and July 31, 2001. Number of advertisements (impressions) and TARPS were included in the analysis. Results showed that peak calls to Quitline Victoria were Monday – Wednesday, with three times as many calls on those days compared with Sunday. Both placement of Quitline advertisements and an increase in TARPS on a given day increased the number of calls made to the quitline. The authors call for additional analysis of hourly call volume and media data that would provide additional information to assess different media buying strategies that might increase call volume.

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