Maximizing the Impact of Digital Media Campaigns to Promote Smoking Cessation: A Case Study of the California Tobacco Control Program and the California Smokers' Helpline.
Background and Purpose: Digital media (e.g., banner ads, video ads) is often used to encourage smoking cessation by increasing quitline call volume through direct promotion to smokers or indirect promotion through smoker proxies. This process evaluation study highlights the use of digital media in a...
| Publicado en: | Californian Journal of Health Promotion Vol. 12; no. 3; pp. 35 - 46 |
|---|---|
| Autores principales: | , , , , , , , , , |
| Formato: | case study pictorial research tables/charts Journal Article |
| Publicado: |
California State University, Fullerton
2014
|
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=142192891&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 142192891 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 15458717 8763 jtl: Californian Journal of Health Promotion issn: 15458717 maglogo: N pubinfo: dt: 2014 vid: 12 iid: 3 pid: 4489 pub: California State University, Fullerton place: Fullerton, California artinfo: ui: 142192891 142192891 142192891 10.32398/cjhp.v12i3.1579 142192891 ppf: 35 ppct: 11 formats: fmt: @attributes: type: P tig: atl: Maximizing the Impact of Digital Media Campaigns to Promote Smoking Cessation: A Case Study of the California Tobacco Control Program and the California Smokers' Helpline. aug: au: Youn Ok Lee Momin, Behnoosh Hansen, Heather Duke, Jennifer Harms, Kristin McCartney, Amanda Neri, Antonio Kahende, Jennifer Lei Zhang Stewart, Sherri L. affil: RTI International sug: subj: Communications Media Economics Smoking Cessation California Health Promotion Administration Public Health Administration Human California Webinars Proxy Descriptive Statistics Advertising Strategic Planning Program Development Program Implementation Newsletters Outcomes (Health Care) Cost Benefit Analysis Collaboration Funding Source ab: Background and Purpose: Digital media (e.g., banner ads, video ads) is often used to encourage smoking cessation by increasing quitline call volume through direct promotion to smokers or indirect promotion through smoker proxies. This process evaluation study highlights the use of digital media in a proxy-targeted campaign to promote the California Smokers' Helpline to health care professionals. Methods: Data were collected from October 2009 to September 2012. We describe the iterative development of the campaign's digital media activities and report campaign summaries of web metrics (website visits, webinar registrations, downloads of online materials, online orders for promotional materials) and media buy (gross impressions) tracking data. Results: The campaign generated more than 2.7 million gross impressions from digital media sources over three campaign waves. Online orders for promotional materials increased almost 40% over the course of the campaign. Conclusion: A clearly defined campaign strategy ensured that there was a systematic approach in developing and implementing campaign activities. It also ensured that lessons learned from previous waves were incorporated; one lesson included the frequent rotation of new ad content to keep the target audience engaged. pubtype: Academic Journal doctype: case study pictorial research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
|---|