A multidisciplinary approach to health campaign effectiveness

Journal of public health research, Volume 7, Issue 2, 2018, Pages 1379

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Keywords:
Ad Execution TestingAnti-TobaccoCampaign EffectivenessPublic Health Campaigns

Abstract:

Campaign costs are rising, making ad execution testing more critical to determine effectiveness prior to media spending. Premarket testing occurs prior to messages' 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 r...More

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