Learning Objectives: Have a deeper understanding of issues involved in evaluating tobacco countermarketing campaigns. Provide researchers and evaluators of countermarketing campaigns with a range of alternative methods for measuring the success of campaigns.
Abstract: Audience: This presentation will benefit those directly involved in the evaluation of tobacco countermarketing campaigns on television, program administrators, and campaign developers.
Key Points: Experimental studies of media campaigns have provided evidence that they are an effective tool for changing smoking behavior among youth. In addition, only a few studies have evaluated mass media campaigns in real-world settings. Many mass media campaigns are embedded in comprehensive programs, making it difficult to isolate the impact of the mass media campaign. In this panel presentation, we present several techniques for evaluating Legacy's $100 million truth campaign. We present initial analyses from a longitudinal study from three sites across the country and three different approaches to analyzing cross-sectional youth surveys. Each presentation explores various measures of campaign exposure and their impacts on tobacco attitudes, intentions and behavior among youth.
Educational Experience: We will present our findings in a lecture format followed by a discussion.
Benefits: This panel presentation is relevant to those involved with planning, implementing, and evaluating tobacco countermarketing campaigns and will contribute to a greater understanding of how to evaluate tobacco countermarketing campaigns to effectively identify campaign impacts.
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