While market research is an integral part of the process of developing advertisements for commercial marketing, it is equally important in the development of marketing/advertising efforts designed to change health behavior. In particular, commercial marketers often depend on both quantitative and qualitative methods to guide them in developing ads, while the public health community tends to rely more on qualitative methods. Quantitative ad testing can help public health organizations developing ads to understand why a particular ad might be more effective than another. This information is useful both in selecting which existing ads to reapply for a particular campaign, as well as in developing effective new ads. Results from ad tests also provide information that can be used to defend the selection of ads that might seem controversial or inappropriate to legislators and other decision-makers who are not the target audience of the ads.
The Centers for Disease Control and Prevention conducted research to test a number of youth tobacco counter-advertisements produced by states and other health organizations. These ads are available through the Media Campaign Resource Center of CDC’s Office on Smoking and Health for reapplication by other states and organizations in their tobacco counter-advertising campaigns.
During this session, presenters will explain the research methodologies used to quantitatively test a set of ads, and highlight the key findings from this research. Findings include main message communication, likes/dislikes, changes in attitude, changes in behavioral intentions, and others.
Learning Objectives: At the end of the session, participants will: 1. understand the importance and value of quantitative ad testing; 2. understand some of the possible research methodologies for quantitative ad testing; and 3. know the key results from testing of a set of youth tobacco counter-advertisements.
Keywords: Youth, Marketing
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: advertisements produced by tobacco control programs in state health departments and other health organizations
Disclosure not received
Relationship: Not Received.