'The relation between aided ad recall and level of television ad placement in a public health setting is not well established. We examine this association by looking back at 8 years of the California's Tobacco Control Program's (CTCP) media campaign,' scientists writing in the journal Tobacco Control report (see also Agriculture and Tobacco Research).
'Starting in July 2001, California's campaign was continuously monitored using five telephone series of surveys and six web-based series of surveys immediately following a media flight. We used population-based statewide surveys to measure aided recall for advertisements that were placed in each of these media flights. Targeted rating points (TRPs) were used to measure ad placement intensity throughout the state. Cumulative TRPs exhibited a stronger relation with aided ad recall than flight TRPs or TRP density. This association increased after log-transforming cumulative TRP values. We found that a one-unit increase in log-cumulative TRPs led to a 13.6% increase in aided ad recall using web-based survey data, compared to a 5.3% increase in aided ad recall using telephone survey data,' wrote D.W. Cowling and colleagues.
The researchers concluded: 'In California, the relation between aided ad recall and cumulative TRPs showed a diminishing return after a large volume of ad placements These findings may be useful in planning future ad placement for CTCP's media campaign.'
Cowling and colleagues published their study in Tobacco Control (Assessing the relationship between ad volume and awareness of a tobacco education media campaign. Tobacco Control, 2010;19(Suppl. 1):I37-I42).
Additional information can be obtained by contacting D.W. Cowling, California Dept. of Public Health, California Tobacco Control Program, POB 997377, MS 7206, Sacramento, CA 95899, USA.
The publisher of the journal Tobacco Control can be contacted at: B M J Publishing Group, British Med Association House, Tavistock Square, London WC1H 9JR, England.
Keywords: City:Sacramento, State:CA, Country:United States, Agriculture and Tobacco Research
This article was prepared by Health & Medicine Week editors from staff and other reports. Copyright 2010, Health & Medicine Week via NewsRx.com.
