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Adolescents’ Aided Recall of Targeted and Non-Targeted Tobacco Communication Campaigns in the United States

Author

Listed:
  • Sarah D. Kowitt

    (Department of Family Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Allison J. Lazard

    (School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Tara L. Queen

    (Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Seth M. Noar

    (School of Media and Journalism, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

  • Adam O. Goldstein

    (Department of Family Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA
    Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC 27599, USA)

Abstract

We examined whether advertisements from two national tobacco control campaigns targeting adolescents (i.e., The Real Cost , Fresh Empire ) and one campaign targeting adults (i.e., Tips from Former Smokers ) were reaching adolescents. Data came from a national sample of adolescents aged 13 to 17 years ( n = 975) surveyed by phone from August 2016 to May 2017. We assessed recall and attitudes toward five specific advertisements and three campaign slogans and examined differences by sub-groups. Almost all (95%) adolescents recalled seeing at least one campaign advertisement. Aided recall of The Real Cost and Tips from Former Smokers slogans was high (65.5% and 71.6%, respectively), while aided recall of Fresh Empire slogan was lower (15.3%) (χ 2 p -value: p < 0.001); however, Black adolescents had higher odds of recalling the Fresh Empire ad (aOR: 2.28, 95% CI: 1.39, 3.73) and slogan (aOR: 2.64, 95% CI: 1.06, 6.54) compared to White adolescents. Increased exposure to the advertisements (i.e., recalling more advertisements) was significantly associated with higher odds of reporting negative feelings toward tobacco products in 4/5 models (aORs from 1.34 to 1.61). Large-scale national campaigns can have wide reach among both targeted and non-targeted audiences with added benefits for cumulative cross-campaign exposure to advertisements.

Suggested Citation

  • Sarah D. Kowitt & Allison J. Lazard & Tara L. Queen & Seth M. Noar & Adam O. Goldstein, 2018. "Adolescents’ Aided Recall of Targeted and Non-Targeted Tobacco Communication Campaigns in the United States," IJERPH, MDPI, vol. 15(11), pages 1-15, October.
    • Handle: RePEc:gam:jijerp:v:15:y:2018:i:11:p:2363-:d:178262
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    References listed on IDEAS

    as
    1. Moran, M.B. & Walker, M.W. & Alexander, T.N. & Jordan, J.W. & Wagner, D.E., 2017. "Why peer crowds matter: Incorporating youth subcultures and values in health education campaigns," American Journal of Public Health, American Public Health Association, vol. 107(3), pages 389-395.
    2. Li-Ling Huang & Allison J. Lazard & Jessica K. Pepper & Seth M. Noar & Leah M. Ranney & Adam O. Goldstein, 2017. "Impact of The Real Cost Campaign on Adolescents’ Recall, Attitudes, and Risk Perceptions about Tobacco Use: A National Study," IJERPH, MDPI, vol. 14(1), pages 1-11, January.
    3. repec:aph:ajpbhl:10.2105/ajph.2016.303595_1 is not listed on IDEAS
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    Cited by:

    1. Vivica I. Kraak & Adrienne Holz & Chelsea L. Woods & Ann R. Whitlow & Nicole Leary, 2023. "A Content Analysis of Persuasive Appeals Used in Media Campaigns to Encourage and Discourage Sugary Beverages and Water in the United States," IJERPH, MDPI, vol. 20(14), pages 1-19, July.

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