Using Aggregate Temporal Variation in Ad Awareness to Assess the Effects of the truth® Campaign on Youth and Young Adult Smoking Behavior

Elizabeth C Hair
Elizabeth C Hair
Morgane Bennett
Morgane Bennett
Alexa Romberg
Alexa Romberg
Lindsay Pitzer
Lindsay Pitzer
Hijuan Xiao
Hijuan Xiao

Journal of health communication, pp. 1-9, 2020.

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Abstract:

Mass media campaigns are one of the most effective population-level interventions for the prevention of tobacco use. However, accurately evaluating the effectiveness of these campaigns presents several challenges, particularly as campaign delivery becomes increasingly fractured across media platforms. There are a number of weaknesses asso...More

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