Sarah Durkin, Molly McCarthy, Emily Brennan, Melanie Wakefield
2002 to present
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 email@example.com
Publications: Pre-testing and evaluation of Quit Victoria mass media campaigns