The Relation Between Media Promotions and Service Volume for a Statewide Tobacco Quitline

Schillo BA, Mowery A, Greenseid LO, Luxenberg MG, Zieffler A, Christenson M, Boyle RG. BMC Public Health. 2011 Dec 16;11(1):939. [Epub ahead of print]
This study examined the relationship between mass media campaigns and service volume for a statewide quitline and standalone web-based cessation program. Results showed that broadcast advertising had a greater impact on registrations for the web program than calls to the quitline. Furthermore, registrations for the web program influenced calls to the quitline (increases in web registrations in one week corresponding to increases in quitline calls in the following week). These two findings suggest the evolving roles of web-based cessation programs and Internet-use practices should be considered when creating cessation programs and media campaigns to promote them. Additionally, because different types of media and campaigns were positively associated with calls to the quitline and web registrations, developing mass media campaigns that offer a variety of messages and communicate through different types of media to motivate tobacco users to seek services appears important to reach tobacco users. The authors call for further research to better understand the complexities and opportunities involved in simultaneous promotion of quitline and web-based cessation services.