Television Advertising About Stop Smoking Are Most Effective If It Uses The Images And The Testimonials – Part 1 of 3
Television Advertising About Stop Smoking Are Most Effective If It Uses The Images And The Testimonials. Television ads that aid hoi polloi to quit smoking are most effective when they use a “why to quit” strategy that includes either graphic images or personal testimonials, a new study suggests. The three most common broad themes Euphemistic pre-owned in smoking cessation campaigns are why to quit, how to quit and anti-tobacco industry, according to scientists at RTI International, a research institute. The study authors examined how smokers responded to and reacted to TV ads with unusual themes.
They also looked at the impact that certain characteristics – such as cigarette consumption, desire to quit, and past quit attempts – had on smokers’ responses to the other types of ads. “While there is considerable variation in the specific execution of these broad themes, ads using the ‘why to quit’ strategy with graphic images or personal testimonials that evoke specific impassioned responses were perceived as more effective than the other ad categories,” lead author Kevin Davis, a senior research health economist in RTI’s Public Health Policy Research Program, said in an pioneer news release.