Learning Objectives: Explain two methods for assessing perceived effectiveness of anti-tobacco media messages
Abstract: Problem/Objective—Cigarette smoking among college students has been rising. One of the key components of a tobacco control program is media. Media is usually the most visible component of an intervention. Social marketing provides a process for identifying communication messages. The purpose of this study was to determine which types anti-tobacco media messages are perceived effective among college students.
Methods— A literature review was conducted, as well as a search for survey instruments. A quasi-experimental design was used and included three pretest-posttest comparison groups. A total of 1,180 college students from two universities in the northern and southern United States observed three different types of message categories (social norm, health consequences, and tobacco industry manipulation). A total of twelve television advertisements were used in the research study.
Results—Students in the north and south had similar results. The messages that made the students think the most about not smoking were health consequences messages. The ability of the messages to gain students’ attention and have the students talk with their friends about the message varied according to message type and execution style. Of the smokers in the sample (30%), intention to quit smoking in the next three months changed significantly.
Discussion—Pretesting messages is critical to the success of a public health initiative. Existing methodologies are conducive for message development and pretesting. Programs can be improved by using salient messages among the target population, as outlined in social marketing.
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