Message Evaluation Equivalence in Pre Versus Postproduction Tobacco Education Ads.

ABSTRACT:

Introduction

The U.S. Food and Drug Administration's The Real Cost campaigns inform the public about the harms of tobacco use. The U.S. Food and Drug Administration has followed a 2-part approach to advertise formative testing to ensure sufficient audience receptivity: preproduction qualitative testing and postproduction quantitative testing. This process provides safeguards for ad performance but course corrections to message selection or development after the ads are already fully produced can be time and resource intensive. This study assesses equivalence in message evaluations between pre and postproduction campaign ads.

Methods

Data were collected in 2023 from an online panel survey of 804 youth aged 13-17 years, who currently use or are susceptible to use E-cigarettes

SUBMITTER: Peterson EB 

PROVIDER: S-EPMC12435918 | biostudies-literature | 2025 Sep

REPOSITORIES: biostudies-literature