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Center for Survey
Research, University of Massachusetts, Boston, Massachusetts, USA
Correspondence to: Lois Biener, PhD, Center for Survey Research, University of Massachusetts Boston, 100 Morrissey Blvd, Boston, MA 02125, USA; lois.biener{at}umb.edu
Received 21 December
1999; Revision received 19 April 2000;
Accepted 18 May 2000
OBJECTIVE
To assess
adults' receptivity to the Massachusetts television anti-tobacco
campaign. Reactions were examined as a function of respondents'
demographics, baseline tobacco control attitudes, changes in smoking
status during the campaign, and advertisements' affective qualities.
DESIGNA random digit
dial telephone survey in 1993 at the start of the media campaign and
re-interview in 1996 of respondents to the baseline survey.
PARTICIPANTSRespondents
were 1544 adults who completed the baseline and follow up interview.
INTERVENTIONBy the
time the follow up survey was completed, approximately $49 million had
been spent on the media campaign. Approximately 66 spots had been aired.
MAIN OUTCOME
MEASURESReported exposure to television
advertisements; perceived effectiveness of nine specific advertisements each.
RESULTS56% of
respondents reported seeing anti-tobacco advertisements at least once a
week during the preceding three years. The average effectiveness rating
for all advertisements recalled on a 0-10 scale was 7.29, and did not
differ by smoking status group. Advertisements eliciting strong
negative emotions (sadness and fear) were rated most effective by
quitters, non-smokers, and by smokers who at baseline were planning to
quit soon. Humorous, entertaining advertisements were seen as
ineffective by all groups.
CONCLUSIONThe
Massachusetts anti-tobacco campaign achieved high levels of penetration
into the population and was well received by both smokers and
non-smokers. The results suggest that advertisements depicting
suffering as a result of tobacco use may be instrumental in promoting
cessation or reinforcing the decision to quit. Further research is
needed to lend additional support to the link between perceived
effectiveness and smoking behaviour change.
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