Promoting Calls to a Quitline: Quantifying the Influence of Message Theme, Strong Negative Emot.
Wednesday, September 7, 2011
Posted by: Natalia Gromov
Farrelly
M, Davis KC, Nonnemaker JM, Kamvab K, Jackson C. Tob Control. 2011
Jul;20(4):279-84. Epub 2011 Feb 2.
This study was designed to understand how effective smokers’ quitline
television advertisements are based on their focus and portrayals of negative
emotions and/or graphic images. A media analysis was conducted for the New York
State Smokers’ Quitline from 2001 to 2009. Ads were categorized by their
overall objective (promoting cessation, highlighting the dangers of secondhand
smoke (SHS), or other) and by their portrayals of strong negative emotions and
graphic images. Results showed that the more ads were shown (measured by Target
Audience Rating Points (TARPs)), the higher the call volume to the quitline.
Cessation advertisement were more effective than SHS advertisements in
promoting quitline calls. Ads with graphic images only or neither strong
negative emotions nor graphic images were associated with higher call volume.
The authors conclude that both cessation and SHS advertisements can be
effective at driving call volume to quitlines, and that while the use of strong
negative emotions in ads may be effective at promoting cessation in the
population, it does not appear to influence quitline call volume. The authors
call for additional research to understand the role of negative emotions in
promoting calls to quitlines and cessation more broadly among those who do not
call quitlines.
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