Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #109003

Terrell W. Zollinger, DrPH¹, Robert M. Saywell, PhD, MPH¹, Tess Weathers, MPH², Miranda Spitznagle³, and Brittany S. Sutton, BS¹. (1) Department of Family Medicine, Indiana University School of Medicine, 1110 West Michigan Street, Indianapolis, IN 46202-5102, 317-278-0345, bsutton@iupui.edu, (2) Department of Public Health, Indiana University, 1050 Wishard Boulevard, Indianapolis, IN 46202, (3) Indiana Tobacco Prevention and Cessation Agency, 150 West Market Street, Suite 406, Indianapolis, IN 46204

Purpose: Prior to initiation of a state-wide media campaign, this study measured the impact of specific factors on adults' awareness of national and local anti-tobacco messages in the media. Method: A telephone survey in 2001 of 614 randomly selected Indiana adults obtained information on respondent's tobacco-related knowledge, beliefs, use history, demographics and level of awareness of anti-tobacco messages. Results: Over half (57.3%) indicated that they had seen or heard an anti-tobacco message in the previous six months. Of those who had seen or heard a message, 41.2% reported that the anti-tobacco message made them think about their tobacco use behavior. Awareness of anti-tobacco messages on TV, radio, in print media, and on billboards differed significantly by gender, age, marital status, education, employment status, and income level. Both the current and past tobacco users consistently indicated that they were more aware of the anti-tobacco messages than those who had never used tobacco products. Spouses or partners of smokers, those living in homes with smokers, and friends of smokers were more aware of the anti-tobacco messages. Individual responses to the tobacco-related knowledge and beliefs items generally did not differ between those who were aware and those who were not aware of anti-tobacco messages. Conclusion: This study found demographic characteristics and tobacco use behaviors were significantly related to the level of message awareness, depending on media venue. This information can be used to more effectively target media campaigns.

Learning Objectives:

• be able to identify individual demographic and tobacco use characteristics associated with awareness of anti-smoking messages
• realize the degree to which these factors affect different forms of mass media (television, radio, print media, and billboards
• understand the need for media venue targeting for specific groups based on demographic and tobacco use patterns

Keywords: Media Message, Tobacco Control

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.