Investigating the Relation Between Placement of Quit Antismoking Advertisements and Number of Teleph
Thursday, February 9, 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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