Melinda J Ickes1, Karen Butler2, Mary Kay Rayens3, Melody Noland4, Amanda T Wiggins5, Ellen J Hahn3. 1. Assistant Professor in the Department of Kinesiology and Health Promotion at University of Kentucky in Lexington, Kentucky. 2. Associate Professor in the College of Nursing at University of Kentucky in Lexington, Kentucky. 3. Professor in the College of Nursing at University of Kentucky. 4. Professor in the Department of Kinesiology and Health Promotion at University of Kentucky. 5. Assistant Professor in the and College of Nursing at University of Kentucky.
Abstract
BACKGROUND: Tobacco media campaigns are effective, but less is known regarding the impact on college students. PURPOSE: The purpose was to test the effects of an on-campus Tips television campaign on frequency and believability of ads recalled and to assess demographic and personal factors associated with believability. METHODS: A quasi-experimental pre-post design was used to assess the 8-week campaign with three Tips ads. Two randomly-selected cohorts of college students (N = 1,593) from a large public university completed online surveys pre- and post-campaign. Group comparisons using chi-square tests, two-sample t-tests, and logistic regression, controlling for residence or cohort; predictors of believability using proportional odds modeling. RESULTS: Ads were recalled by significantly more students (68%) post-campaign. Believability for one or more ads was lower for males, undergraduates, those belonging to fraternity/sorority, and current polytobacco users (p<.05). Believability was greater for those who recalled seeing the ads more often (p<.05). DISCUSSION: Sub-groups of college students, including males and undergraduates, reported less ad believability, which should be considered when designing communication strategies. TRANSLATION TO HEALTH EDUCATION PRACTICE: Considering the potential impact and cost-effective nature of on-campus TV media campaigns, these ads need to be integrated into current campus tobacco control strategies.
BACKGROUND:Tobacco media campaigns are effective, but less is known regarding the impact on college students. PURPOSE: The purpose was to test the effects of an on-campus Tips television campaign on frequency and believability of ads recalled and to assess demographic and personal factors associated with believability. METHODS: A quasi-experimental pre-post design was used to assess the 8-week campaign with three Tips ads. Two randomly-selected cohorts of college students (N = 1,593) from a large public university completed online surveys pre- and post-campaign. Group comparisons using chi-square tests, two-sample t-tests, and logistic regression, controlling for residence or cohort; predictors of believability using proportional odds modeling. RESULTS: Ads were recalled by significantly more students (68%) post-campaign. Believability for one or more ads was lower for males, undergraduates, those belonging to fraternity/sorority, and current polytobacco users (p<.05). Believability was greater for those who recalled seeing the ads more often (p<.05). DISCUSSION: Sub-groups of college students, including males and undergraduates, reported less ad believability, which should be considered when designing communication strategies. TRANSLATION TO HEALTH EDUCATION PRACTICE: Considering the potential impact and cost-effective nature of on-campus TV media campaigns, these ads need to be integrated into current campus tobacco control strategies.
Authors: Alexander V Prokhorov; Carla Warneke; Carl de Moor; Karen M Emmons; Mary Mullin Jones; Carol Rosenblum; Karen Suchanek Hudmon; Ellen R Gritz Journal: Nicotine Tob Res Date: 2003-08 Impact factor: 4.244
Authors: Karen M Butler; Mary Kay Rayens; Sarah Adkins; Rachael Record; Ronald Langley; Stephanie Derifield; Carolyn McGinn; Deborah Murray; Ellen J Hahn Journal: Public Health Nurs Date: 2013-08-30 Impact factor: 1.462
Authors: Xin Xu; Robert L Alexander; Sean A Simpson; Scott Goates; James M Nonnemaker; Kevin C Davis; Tim McAfee Journal: Am J Prev Med Date: 2014-12-10 Impact factor: 5.043