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Preliminary Results of EX Receptivity & Awareness in Grand Rapids Pilot Market

Preliminary Results of EX Receptivity & Awareness in Grand Rapids Pilot Market. Research Team: Donna Vallone, Ph.D., Jennifer Duke, Ph.D.; Kristen McCausland, MPH; James Xiao, M.S. Our Goal. Develop a clear, authoritative voice of cessation to offer real “know-how” from a trusted brand:

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Preliminary Results of EX Receptivity & Awareness in Grand Rapids Pilot Market

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  1. Preliminary Results of EX Receptivity & Awareness in Grand Rapids Pilot Market Research Team: Donna Vallone, Ph.D., Jennifer Duke, Ph.D.; Kristen McCausland, MPH; James Xiao, M.S.

  2. Our Goal • Develop a clear, authoritative voice of cessation to offer real “know-how” from a trusted brand: • To close the gap between awareness of existing cessation services and use of them • To build smoker confidence by changing the accepted knowledge, attitudes, and beliefs about what it takes to quit smoking

  3. Guiding Principles • Provide a sense of structure • “A comprehensive plan that I can keep coming back to over time – break it into pieces I can absorb” • Provide action-oriented content • “I need actionable know-how” • Avoid language with anti-smoking overtones • “I don’t need another lecture; I need some empathy” • Be real - acknowledge the struggle • “Don’t sugarcoat it and reinforce my feelings of weakness. A plan isn’t going to make it easier, just more achievable.” • Help me do it on my own • “At the end of the day, it is up to me…”

  4. What is EX? • A multi-component smoking cessation campaign being piloted in four U.S. cities, from Sept. 2006 through June 2007. • Ultimate Goal: Increase informed quit attempts • Strategies: • Promotion of cessation services • Build confidence through self-efficacy • Audience: People who want to quit

  5. Program Elements 1-800-QUIT-NOW

  6. EX Ads in Grand Rapids • Phase 1: Direct Response • TV ads ran 11/13/07 – 1/7/07 • Targeting committed quitters who are ready to quit and currently trying • 3 Ads: Stalker; Leap; Fantasy • Building EX brand as credible, also push to services (web, phone, manual) • Phase 2: Knowledge Attitudes Beliefs • TV ads running 2/5/07 – 6/24/07 • Targeting a broader audience of potential quitters, not just those currently trying • 3 Ads: Start Your Day; Drive; Coffee • Focus on building confidence about quitting

  7. Stalker

  8. Preliminary Data from Grand Rapids • Service Utilization • Call volume from Phase 1 of campaign • Web traffic from Phase 1 of campaign • Awareness and receptivity of Phase 1ads Confidential - Do Not Distribute

  9. Nov. ‘06 Dec. ‘06 Jan. ‘07 Monthly Call Volume for Phase 1 by EX Pilot City 200 175 175 GRPs 100 76 0 0 0 0 0 Number of Calls GrandRapids Pop. 780,486 Control Area – No EX media (Rest of State Excluding GR) Pop. 9,157,958 Oct. ’06 (baseline)

  10. Phase 1 Grand Rapids Monthly Web Traffic* 200 175 175 GRPs 100 76 0 0 0 0 0 Nov. ‘06. Jan. ‘07 Dec. ‘06 *Ads highlighted 1-800-Quit-Now more prominently than the website. Website advertising began after Phase 1 (week 13 of the campaign).

  11. Ad Awareness and ReceptivitySurvey • Methodology • Telephone survey of N = 458 • Market/list survey sampling design • Weighted to Grand Rapids population • N = 291 Smokers • N = 78 Former Smokers • N = 89 Never Smokers

  12. Ad Awareness and Receptivity Survey • Ad awareness among smokers and former/never smokers • Demographic differences in awareness • Ad receptivity to Phase I • Cessation attitudes among people aware of the campaign vs. unaware of the campaign

  13. Confirmed Ad Awareness *Confirmed Awareness is our most conservative measure. 56% of the sample had Aided Awareness (unconfirmed) of one or more of the ads or the EX tagline.

  14. Ad Receptivity

  15. EX Brand Receptivity

  16. Attitudes about smoking cessation by Awareness of EX * ** * * p<0.05 **p<0.10

  17. Summary • Awareness of the campaign • 36% of smokers in GR were aware of EX after 8 weeks of advertising (175 GRPs/wk) • Phase 1 Campaign Goal: Push to services • The campaign on average generated an over 3 fold increase in call volume in GR compared to baseline • Web traffic to www.becomeanex.org was on average over 4 times higher when the media was on the air. • Phase 1 Campaign Goal: Building EX brand as credible • Smokers were highly receptive to the messages of EX • Cessation attitudes were more favorable among smokers aware of EX compared to those unaware of EX Confidential - Do Not Distribute

  18. Limitations • This data is cross-sectional • Differences in cessation attitudes by EX awareness cannot necessarily be attributed to the campaign. Confidential - Do Not Distribute

  19. Start Your Day

  20. Further Evidence • EX Book Efficacy Trial • Buffalo (Results – July 2007) • Assess Phase 2 awareness and receptivity • San Antonio (May 2007) • Grand Rapids (July 2007) • Baltimore (July 2007) • Assess changes in knowledge and attitudes about quitting from pre-campaign to 6 months post-campaign in Grand Rapids • New RDD cross-sectional sample collected at 6 months, N=1000 (smokers & non-smokers) • Longitudinal follow-up of baseline smoker respondents (N ~ 350)

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