ClearWay Minnesota SM, Minneapolis, MN 55425, USA.
BMC Public Health. 2011 Dec 16;11:939. doi: 10.1186/1471-2458-11-939.
This observational study assessed the relation between mass media campaigns and service volume for a statewide tobacco cessation quitline and stand-alone web-based cessation program.
Multivariate regression analysis was used to identify how weekly calls to a cessation quitline and weekly registrations to a web-based cessation program are related to levels of broadcast media, media campaigns, and media types, controlling for the impact of external and earned media events.
There was a positive relation between weekly broadcast targeted rating points and the number of weekly calls to a cessation quitline and the number of weekly registrations to a web-based cessation program. Additionally, print secondhand smoke ads and online cessation ads were positively related to weekly quitline calls. Television and radio cessation ads and radio smoke-free law ads were positively related to web program registration levels. There was a positive relation between the number of web registrations and the number of calls to the cessation quitline, with increases in registrations to the web in 1 week corresponding to increases in calls to the quitline in the subsequent week. Web program registration levels were more highly influenced by earned media and other external events than were quitline call volumes.
Overall, broadcast advertising had a greater impact on registrations for the web program than calls to the quitline. Furthermore, registrations for the web program influenced calls to the quitline. These two findings suggest the evolving roles of web-based cessation programs and Internet-use practices should be considered when creating cessation programs and media campaigns to promote them. Additionally, because different types of media and campaigns were positively associated with calls to the quitline and web registrations, developing mass media campaigns that offer a variety of messages and communicate through different types of media to motivate tobacco users to seek services appears important to reach tobacco users. Further research is needed to better understand the complexities and opportunities involved in simultaneous promotion of quitline and web-based cessation services.
本观察性研究评估了全州范围内的烟草戒烟热线和独立的基于网络的戒烟计划的大众媒体宣传活动与服务量之间的关系。
采用多元回归分析，确定每周拨打戒烟热线的次数和每周注册参与基于网络的戒烟计划的次数与广播媒体、媒体宣传活动和媒体类型的水平之间的关系，同时控制外部和有偿媒体活动的影响。
每周有针对性的广播收视率与每周拨打戒烟热线的次数和每周注册参与基于网络的戒烟计划的次数之间存在正相关关系。此外，二手烟印刷广告和在线戒烟广告与每周拨打戒烟热线的次数呈正相关。电视和广播戒烟广告以及广播无烟法律广告与网络计划注册水平呈正相关。网络注册数量与拨打戒烟热线的次数之间存在正相关关系，每周网络注册数量的增加对应于随后一周拨打戒烟热线的次数增加。网络计划的注册水平受有偿媒体和其他外部事件的影响比戒烟热线的呼叫量更大。
总体而言，广播广告对网络计划的注册量比对戒烟热线的呼叫量影响更大。此外，网络计划的注册量影响了对戒烟热线的呼叫量。这两个发现表明，在创建戒烟计划和宣传这些计划的大众媒体宣传活动时，应考虑基于网络的戒烟计划和互联网使用习惯的不断变化的作用。此外，由于不同类型的媒体和宣传活动与拨打戒烟热线和网络注册都呈正相关，因此开发提供各种信息并通过不同类型的媒体进行沟通以激励烟草使用者寻求服务的大众媒体宣传活动，对于覆盖烟草使用者显得尤为重要。需要进一步研究，以更好地理解同时推广戒烟热线和基于网络的戒烟服务所涉及的复杂性和机会。
