Online Advertising as a Public Health and Recruitment Tool: Comparison of Different Media Campaigns to Increase Demand for Smoking Cessation Interventions
Journal of Medical Internet ResearchPublished 15 December 2008Open access
Amanda L. Graham, Pat Milner, Jessie E. Saul, Lillian Pfaff
Citations122
SJR quartileQ1
SJR score1.99
SNIP1.96
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TL;DR
Developing and evaluating new ways to increase consumer demand for evidence-based cessation services is critical to cost-efficiently reduce population smoking prevalence and suggest that online advertising is a promising approach to recruit smokers to Web- and telephone- based cessation interventions.
Abstract
Developing and evaluating new ways to increase consumer demand for evidence-based cessation services is critical to cost-efficiently reduce population smoking prevalence. Results suggest that online advertising is a promising approach to recruit smokers to Web- and telephone-based cessation interventions. The enrollment rate of 9.1% exceeds most studies of traditional recruitment approaches. The powerful targeting capabilities of online advertising present new opportunities to reach subgroups of smokers who may not respond to other forms of advertising. Online advertising also provides unique evaluation opportunities and challenges to determine rigorously its impact and value.
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Social SciencesMedicineArts and Humanities
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