Pre-testing and evaluation of Quit Victoria mass media campaigns

Project Description

This program of research employs a Natural Exposure Advertising Research method to assess smokers' responses to a series of televised anti-smoking ads in Victoria. 

The study method recruits smokers to commit to watching a television program at home that they usually watch, during which a new Quit Victoria television ad is unexpectedly broadcast. Day-after interviews assess recall of the ad and smokers' cognitive and emotional responses to it. This type of evaluation method permits comparison of responses across ads and individuals.

Contact: Sarah Durkin at cbrc@cancervic.org.au

Publications:  Pre-testing and evaluation of Quit Victoria mass media campaigns

Year

2002 to present

Researchers

Sarah Durkin, Molly McCarthy, Emily Brennan, Melanie Wakefield

Funding Body

Quit Victoria

Email this page   Print friendly