Summary of case study findings: advertising cost effectiveness and possible predictors
| Cost effectiveness | Possible predictors of cost effectiveness | |||||||
|---|---|---|---|---|---|---|---|---|
| Advertising sponsor | Ranking8-150 | % ads with efficacious messages: total across all messages | % ads with efficacious message: highest incidence message | % unclassifiable ads (< 80% agreement on message) | % ads using youthful spokespeople (< 25 years old) | % ads depicting smoking behaviour | ||
| Vermont | 1 | 79 | 58 | 4 | 70 | 46 | ||
| California | 2 | 58 | 32 | 17 | 50 | 42 | ||
| Massachusetts | 3 | 53 | 17 | 19 | 44 | 21 | ||
| Florida | 3 | N/A | N/A | N/A | N/A | N/A | ||
| Minnesota | 4 | 30 | 10 | 20 | 42 | 58 | ||
| Canada | 5 | 51 | 22 | 32 | 68 | 21 | ||
| Arizona | Unknown | 25 | 25 | 25 | 50 | 67 | ||
↵8-150 Ranking: 1 = most cost effective, 5 = least cost effective.
N/A/, not applicable.