{"id":4615,"date":"2023-03-28T06:46:36","date_gmt":"2023-03-28T04:46:36","guid":{"rendered":"https:\/\/www.jphres.org\/?p=4615"},"modified":"2023-04-02T14:09:21","modified_gmt":"2023-04-02T12:09:21","slug":"a-multidisciplinary-approach-to-health-campaign-effectiveness","status":"publish","type":"page","link":"https:\/\/www.jphres.us.com\/index.php\/jphres\/article\/view\/1379\/","title":{"rendered":"A multidisciplinary approach to health campaign effectiveness"},"content":{"rendered":"<div class=\"item doi\"><span class=\"value\"><a href=\"https:\/\/doi.org\/10.4081\/jphr.2018.1379\">https:\/\/doi.org\/10.4081\/jphr.2018.1379<\/a><\/span><\/div>\n<ul class=\"item authors\">\n<li><span class=\"name\"><strong>Jessica M. Rath<\/strong><br \/>\nThe Schroeder Institute, Truth Initiative, Washington DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Marisa Greenberg<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Ollie Ganz<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Lindsay Pitzer<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Elizabeth Hair<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Haijun Xiao<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Jennifer Cantrell<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; College of Global Public Health, New York University, New York, NY, United States.<\/span><\/li>\n<li><span class=\"name\"><strong>Donna Vallone<\/strong><br \/>\n<\/span><span class=\"affiliation\">The Schroeder Institute, Truth Initiative, Washington DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD; College of Global Public Health, New York University, New York, NY, United States.<\/span><\/li>\n<\/ul>\n<div class=\"item abstract\">\n<h3 class=\"label\">ABSTRACT<\/h3>\n<p>Campaign costs are rising, making ad execution testing more critical to determine effectiveness prior to media spending. Premarket testing occurs prior to messages\u2019 airing while in-market testing examines message attributes when messages are aired within a real-world setting, where context plays an important role in determining audience response. These types of ad testing provide critical feedback to help develop and deploy campaigns. Due to recent changes in media delivery platforms and audience tobacco use behavior, this study analyzes two nationally representative youth samples, aged 15-21, to examine if pre-market ad testing is an indicator of in-market ad performance for public health campaigns, which rely on persuasive messages to promote or reduce health behaviors rather than selling a product. Using data from the truth\u00ae campaign, a national tobacco use prevention campaign targeted to youth and young adults, findings indicate strong associations between pre-market scores and in-market ad performance metrics.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>https:\/\/doi.org\/10.4081\/jphr.2018.1379 Jessica M. Rath The Schroeder Institute, Truth Initiative, Washington DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States. Marisa Greenberg The Schroeder Institute, Truth Initiative, Washington DC, United States. Ollie Ganz The Schroeder Institute, Truth Initiative, Washington DC, United States. Lindsay Pitzer The Schroeder Institute, &#8230; <a title=\"A multidisciplinary approach to health campaign effectiveness\" class=\"read-more\" href=\"https:\/\/www.jphres.us.com\/index.php\/jphres\/article\/view\/1379\/\" aria-label=\"More on A multidisciplinary approach to health campaign effectiveness\">Read more<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"","meta":{"footnotes":""},"class_list":["post-4615","page","type-page","status-publish"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A multidisciplinary approach to health campaign effectiveness - Journal of Public Health Research<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jphres.us.com\/index.php\/jphres\/article\/view\/1379\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A multidisciplinary approach to health campaign effectiveness - Journal of Public Health Research\" \/>\n<meta property=\"og:description\" content=\"https:\/\/doi.org\/10.4081\/jphr.2018.1379 Jessica M. Rath The Schroeder Institute, Truth Initiative, Washington DC; Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD, United States. Marisa Greenberg The Schroeder Institute, Truth Initiative, Washington DC, United States. Ollie Ganz The Schroeder Institute, Truth Initiative, Washington DC, United States. Lindsay Pitzer The Schroeder Institute, ... 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