Effects of Different Types of Antismoking Ads on Reducing Disparities in Smoking Cessation Among Socioeconomic Subgroups
Sarah J Durkin, Lois Biener, Melanie A Wakefield
American Journal of Public Health | AMER PUBLIC HEALTH ASSOC INC | Published : 2009
OBJECTIVES: We assessed which types of mass media messages might reduce disparities in smoking prevalence among disadvantaged population subgroups. METHODS: We followed 1491 adult smokers over 24 months and related quitting status at follow-up to exposure to antismoking ads in the 2 years prior to the baseline assessment. RESULTS: On average, smokers were exposed to more than 200 antismoking ads during the 2-year period, as estimated by televised gross ratings points (GRPs). The odds of having quit at follow-up increased by 11% with each 10 additional potential ad exposures (per 1000 points, odds ratio [OR]=1.11; 95% confidence interval [CI]=1.00, 1.23; P<.05). Greater exposure to ads that c..View full abstract
Awarded by National Cancer Institute's Tobacco Research Initiative for State and Community Interventions
Awarded by NATIONAL CANCER INSTITUTE
Sarah J. Durkin was supported by an International Union Against Cancer Yamagiwa-Yoshida Memorial International Cancer Study grant. Melanie A. Wakefield was supported by a National Health and Medical Research Council Principal Research Fellowship. This research was funded by grants from the National Cancer Institute's Tobacco Research Initiative for State and Community Interventions (CA86257 to L. Biener and CA86273 to M.A. Wakefield).