BACKGROUND: Televised anti-tobacco advertising has been shown to be effective for discouraging smoking initiation; however, purchasing broadcasting time is very costly. This study investigated the relative impact of the broadcast volume (media weight) and the emotional content of an ad as predictors of advertising recall. METHODS: The data come from a random-digit-dialed survey conducted in 2001 and 2002 of 3863 youth aged 12-17. Media weight was based on commercial TV ratings data. The emotional intensity of advertisements was derived from the ratings made by independent youth judges. RESULTS: Data analyses were conducted between 2005 and 2007. Results indicated that media weight was a significant predictor of recall, but the emotional content of the ad was an even stronger predictor. Also, ads low in emotional intensity required more media weight than those high in emotional intensity to achieve the same amount of increase in recall. CONCLUSIONS: This study extends prior research that highlights the importance of emotional intensity for effective anti-tobacco advertising. It also indicates that, relative to unemotional advertisements, emotionally arousing advertisements require fewer broadcasts to achieve the same level of recall, and hence are likely to be less costly to a public health campaign.
BACKGROUND: Televised anti-tobacco advertising has been shown to be effective for discouraging smoking initiation; however, purchasing broadcasting time is very costly. This study investigated the relative impact of the broadcast volume (media weight) and the emotional content of an ad as predictors of advertising recall. METHODS: The data come from a random-digit-dialed survey conducted in 2001 and 2002 of 3863 youth aged 12-17. Media weight was based on commercial TV ratings data. The emotional intensity of advertisements was derived from the ratings made by independent youth judges. RESULTS: Data analyses were conducted between 2005 and 2007. Results indicated that media weight was a significant predictor of recall, but the emotional content of the ad was an even stronger predictor. Also, ads low in emotional intensity required more media weight than those high in emotional intensity to achieve the same amount of increase in recall. CONCLUSIONS: This study extends prior research that highlights the importance of emotional intensity for effective anti-tobacco advertising. It also indicates that, relative to unemotional advertisements, emotionally arousing advertisements require fewer broadcasts to achieve the same level of recall, and hence are likely to be less costly to a public health campaign.
Authors: D P Hopkins; P A Briss; C J Ricard; C G Husten; V G Carande-Kulis; J E Fielding; M O Alao; J W McKenna; D J Sharp; J R Harris; T A Woollery; K W Harris Journal: Am J Prev Med Date: 2001-02 Impact factor: 5.043
Authors: Thom Taylor; Theodore V Cooper; Nora Hernandez; Michael Kelly; Jon Law; Brian Colwell Journal: Am J Public Health Date: 2011-12-15 Impact factor: 9.308
Authors: Eric C Leas; Mark G Myers; David R Strong; C Richard Hofstetter; Wael K Al-Delaimy Journal: Am J Public Health Date: 2015-02 Impact factor: 9.308
Authors: Erin L Sutfin; Jennifer Cornacchione Ross; Allison J Lazard; Elizabeth Orlan; Cynthia K Suerken; Kimberly D Wiseman; Beth A Reboussin; Mark Wolfson; Seth M Noar Journal: Health Commun Date: 2017-12-13
Authors: Constantine I Vardavas; Emmanouil K Symvoulakis; Gregory N Connolly; Evridiki Patelarou; Christos Lionis Journal: Int J Environ Res Public Health Date: 2010-01-08 Impact factor: 3.390
Authors: Sol Richardson; Ann McNeill; Tessa E Langley; Michelle Sims; Anna Gilmore; Lisa Szatkowski; Robert Heath; Geoffrey T Fong; Sarah Lewis Journal: BMC Public Health Date: 2014-05-07 Impact factor: 3.295
Authors: B Morley; P Niven; H Dixon; M Swanson; M Szybiak; T Shilton; I S Pratt; T Slevin; D Hill; M Wakefield Journal: Health Educ Res Date: 2016-03-08