Adolescents’ Aided Recall of Targeted and Non-Targeted Tobacco Communication Campaigns in the United States

Sarah D. Kowitt, Allison J. Lazard, Tara L. Queen, Seth M. Noar and Adam O. Goldstein
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Sarah D. Kowitt: Department of Family Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
Allison J. Lazard: School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
Tara L. Queen: Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
Seth M. Noar: School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
Adam O. Goldstein: Department of Family Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA

IJERPH, 2018, vol. 15, issue 11, 1-15

Abstract: We examined whether advertisements from two national tobacco control campaigns targeting adolescents (i.e., The Real Cost , Fresh Empire ) and one campaign targeting adults (i.e., Tips from Former Smokers ) were reaching adolescents. Data came from a national sample of adolescents aged 13 to 17 years ( n = 975) surveyed by phone from August 2016 to May 2017. We assessed recall and attitudes toward five specific advertisements and three campaign slogans and examined differences by sub-groups. Almost all (95%) adolescents recalled seeing at least one campaign advertisement. Aided recall of The Real Cost and Tips from Former Smokers slogans was high (65.5% and 71.6%, respectively), while aided recall of Fresh Empire slogan was lower (15.3%) (χ 2 p -value: p < 0.001); however, Black adolescents had higher odds of recalling the Fresh Empire ad (aOR: 2.28, 95% CI: 1.39, 3.73) and slogan (aOR: 2.64, 95% CI: 1.06, 6.54) compared to White adolescents. Increased exposure to the advertisements (i.e., recalling more advertisements) was significantly associated with higher odds of reporting negative feelings toward tobacco products in 4/5 models (aORs from 1.34 to 1.61). Large-scale national campaigns can have wide reach among both targeted and non-targeted audiences with added benefits for cumulative cross-campaign exposure to advertisements.

Keywords: tobacco prevention and control; communication campaigns; United States; adolescents (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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