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

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