Promoting Calls to a Quitline: Quantifying the Influence of Message Theme, Strong Negative Emotions
Wednesday, November 9, 2011
Posted by: Natalia Gromov
Farrelly MC, Davis KC,
Nonnemaker JM, Kamyab K, Jackson C. Tob Control. 2011 Jul;20(4):279-84. Epub
2011 Feb 2.
This study examined the relative
effectiveness on promoting calls to a smoker’s quitilne of television ads that
had different themes, portrayals of negative emotions, and/or use of graphic
images. Ads were grouped by their objective (promoting cessation, highlighting
the dangers of secondhand smoke, or other), and by their portrayals of strong
negative emotions and graphic images. Total target audience rating points
(TARPs) (i.e., a rough measure of how many people see an ad) are positively
correlated with per smoker callvolume. Cessation advertisements are more
effective than SHS ads in promoting calls to the quitline. Ads with graphic
images only or neither strong negative emotions nor graphic images are
associated with higher call volume. Call volume was not significantly associated
with the number of TARPs for ads with strong negative emotions only or with both
graphic image and strong emotions. The authors conclude that exposure to
television ads is strongly associated with quitline call volume, and both
cessation and SHS ads can be effective. The use of strong negative emotions in
advertisements may be effective in promoting smoking cessation in the population
but does not appear to influence quitline call volume. The authors call for
further research to understand the role of negative emotions in promoting calls
to quitlines and cessation more broadly among the majority of smokers who do not
call quitlines.
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