Thursday, 21 November 2002 - 1:30 PM
Hilton San Francisco Union Square 17 & 18 (90)

This presentation is part of EVAL-345. Evaluating Your Paid and/or Earned Media Campaign Efforts

Anti-Smoking Advertising and the Gross Ratings Point: Commercial Media Data and Their Uses for Assessing Effects of Media Campaigns on Youth

Sherry L. Emery, MBA PhD, University of Illinois at Chicago, Health Research and Policy Centers, slemery@uic.edu, Glen Szczpka, University of Illinois at Chicago, Health Research and Policy Centers, szczypka@uic.edu, George Balch, PhD, Balch Associates, gbalch@uic.edu.

Learning Objectives: Describe commercially available media data and how they are collected Explain why commercial media data must be cleaned and describe one method of cleaning them Explain whether a relationship exists between overall exposure to anti-smoking ads and youth smoking behavior, and identify factors that may influence this relationship Describe a process of rating anti-smoking ads for effectiveness

Abstract: Audience: This panel session is directed toward the research and program evaluation community. Key Points: This session will consist of four 15-20 minute presentations, plus time for discussion. Each presentation will describe a step in the process of obtaining and utilizing counter advertising Gross Ratings Points (GRPs) for research and evaluation purposes. In the first presentation, Bill Rush will provide information about the type of data available from Nielsen Media Research, how these data are collected, and how NMR worked with researchers to develop a research proposal and ultimately a contract for services. In the second presentation, Glen Szczypka will describe the extensive data cleaning and verification processes, as well as the construction and interpretation of measures of media exposure. In the third presentation, Sherry Emery will describe an analytical application of the Nielsen data to explore the relationship between exposure to televised counter-advertising and smoking behavior, attitudes and beliefs among 8th, 10th and 12th grade youth in California. In the fourth presentation, George Balch will explain how the quality and effectiveness of various types of anti-smoking ads were assessed and subsequently quantified. Educational Experience: The audience will learn about a previously little-known data source on media exposure, how to transform such commercial into a format appropriate for research purposes, and how these data can be applied to evaluate the impact of media campaigns. Benefits: This panel will be relevant to researchers, who seek to understand behavioral phenomena and to governments and non-profits, who fund anti-smoking media campaigns.

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