Online advertising as a public health and recruitment tool: comparison of different media campaigns to increase demand for smoking cessation interventions.

ABSTRACT:

Background

To improve the overall impact (reach x efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit online smokers to treatment. Online ads can be implemented in many forms, and surveys consistently show that consumers are receptive. Few studies have examined the potential of online advertising to recruit smokers to cessation treatments.

Objective

The aims of the study were to (1) demonstrate the feasibility of online advertising as a strategy to increase consumer demand for cessatio

SUBMITTER: Graham AL 

PROVIDER: S-EPMC2630839 | biostudies-literature | 2008 Dec

REPOSITORIES: biostudies-literature