IPRC Supplement: Coding and Analyzing the Effect of Ad Characteristics for Smoking-Related Advertising

Abstract

This project builds on the Smoking-Related Television Advertising and Population Smoking study, which investigates the relationship between smoking-related TV ads and youth, young adult, and adult smoking behavior. With this additional funding, we are coding each public health and tobacco industry ad for four characteristics: primary message, target audience, executional strategy, and production value. 

This research can make two important contributions to tobacco control policy: first, we are creating and maintaining a library of ad characteristics for the state and national anti-smoking media campaigns, as well as the tobacco industry ads; second, using the ratings data, coded for ad characteristics, we are conducting analyses of whether and how ad characteristics moderate the relationship between exposure and smoking can inform media campaign design and planning. In combination, the descriptive information and the analyses of the effects of ad characteristics can provide guidance for what types of ads are most effective, and how to best use limited smoking prevention resources. We are working closely with CDC to share our results and develop research reports in a format this is most useful to the agency.

Research Product(s)

Emery SL. Anti-Tobacco Media Campaigns: A State-by-State Look, 1999–2007. Chicago, Ill: UIC Institute for Health Research and Policy; 2009.

Affiliated Center/Program

Principal investigator
Start date
04/01/2008
End date
09/29/2010
Total award
$230,302
About this grant
Parent Study
Illinois Prevention Research Center
PI of Parent Study
Robin J. Mermelstein, PhD