Using Online Ads to Help Smokers Quit
Author Information
Author(s): Amanda L Graham, Pat Milner, Jessie E Saul, Lillian Pfaff, Scott McIntosh, Cameron Selby, Peter Kennedy, Ryan Cullen
Primary Institution: The Schroeder Institute for Tobacco Research and Policy Studies
Hypothesis
Can online advertising effectively increase consumer demand for smoking cessation treatments?
Conclusion
Online advertising is a promising method to recruit smokers for cessation interventions, achieving a higher enrollment rate than traditional methods.
Supporting Evidence
- 81.6% of individuals responded to online ads compared to 18.4% to traditional methods.
- Online ads achieved a 9.1% registration rate for cessation treatment.
- Online ads recruited more young adults and racial/ethnic minorities than traditional media.
Takeaway
This study shows that online ads can help more people find support to quit smoking compared to regular ads like billboards or TV commercials.
Methodology
An observational design compared the effectiveness of online advertising to traditional recruitment methods in enrolling smokers in cessation treatments.
Potential Biases
Potential bias due to reliance on cookies for tracking and the possibility of duplicate registrations.
Limitations
The study's observational nature limits the ability to control for confounding factors, and some participants may have been unreachable after expressing interest.
Participant Demographics
Participants included a higher percentage of males, young adults, racial/ethnic minorities, and those with lower education levels compared to traditional media responders.
Statistical Information
P-Value
p<0.001
Statistical Significance
p<0.05
Digital Object Identifier (DOI)
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