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NAQC Newsroom: Research

Comparative responses to radio and television anti-smoking advertisements

Tuesday, March 8, 2011  
Posted by: Natalia Gromov

Durkin S, Wakefield M. Health Promot Int. 2010 Mar;25(1):5-13. Epub 2009 Oct 24.

This study compared reactions to both radio anti-smoking ads and televised anti-smoking ads with respect to smokers’ recall, recognition, emotional and cognitive responses, and intentions to quit smoking. The radio ad showed similar or slightly higher levels of understanding, believability, concern about smoking, and motivation to quit than a television ad, and showed significantly higher levels of unprompted recall. The authors conclude that emotionally evocative radio advertising may be an effective alternative or supplement to television advertising, especially where there are limited funds for advertising or where the reach of radio is greater than television.

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