Learning Objectives: Describe how Minnesota conceptualized the evaluations of Target Market's youth movement and media campaign. Identify how the evaluators designed and implemented evaluations for Target Market's youth movement and media campaign. List the initial findings from the Target Market evaluations.
Abstract: Target Market is Minnesota's youth-led, adult-guided media campaign and youth movement of 12- to 17-year olds, focused on industry manipulation. From its conception, Target Market (TM) had been evaluating both its youth movement and media campaign components with one evaluation. As Target Market continues to grow, the Minnesota Department of Health has conceptualized how the two components could be evaluated separately to give a clearer picture of the effect both components are having on Minnesota teens' decision not to smoke.
The University of Minnesota is evaluating the TM youth movement (TM/org) to assess the impact of TM/org on youth in areas saturated by varying levels of TM/org activity. The hypothesis is that there will be a dose-response relationship between increased saturation of TM/org activities and more desirable attitudes, beliefs, norms and behaviors associated with tobacco use.
The University of Miami is evaluating the TM media campaign to assess TM ad awareness, campaign awareness, receptivity and preventive factors among 12-17 year old Minnesotans. This evaluation will include a cross-sectional telephone survey administered twice a year and a longitudinal telephone survey conducted once a year.
The panel will present information about the conceptualization of the two evaluations, the steps taken to develop data collection instruments and the survey sampling designs, as well as present preliminary findings from the evaluations.
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