Assessing Audience Members' Ability to Identify the Media Source of a Health Campaign Disseminated via Different Media.

ABSTRACT: Background: An important criterion for health campaign media selection is the ability to achieve campaign awareness among target audiences. However, existing campaign exposure metrics cannot be applied across both traditional and digital media, which complicates decision making. The present study assessed the validity of using self-report as a measure of the extent to which different types of media achieve campaign awareness to assist in determining appropriate media budget allocations. Methods: A quasi-experiment involving varying combinations of television, online video, and online display smoking cessation advertisements was conducted to determine whether audience members were able to accurately report the source of their exposure to the campaign. Results: Of the 71

SUBMITTER: Pettigrew S 

PROVIDER: S-EPMC6060251 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature