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Traditional and Innovative Promotional Strategies of Tobacco Cessation Services: A Review of the Literature

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Abstract

An estimated 43.5 million American adults currently smoke cigarettes. Well-designed tobacco education campaigns with adequate reach increase cessation and reduce tobacco use. Smokers report great interest in quitting but few use effective treatments including quitlines (QLs). This review examined traditional (TV, radio, print ads) versus innovative tobacco cessation (internet, social media) promotions for QL services. Between November 2011 and January 2012, searches were conducted on EBSCO, PubMed, Wilson, OCLC, CQ Press, Google Scholar, Gale, LexisNexis, and JSTOR. Existing literature shows that the amount of radio and print advertising, and promotion of free cessation medications increases QL call volume. Television advertising volume seems to be the best predictor of QL service awareness. Much of the literature on Internet advertising compares the characteristics of participants recruited for studies through various channels. The majority of the papers indicated that Internet-recruited participants were younger; this was the only demographic characteristic with high agreement across studies. Traditional media was only studied within mass media campaigns with TV ads having a consistent impact on increasing calls to QLs, therefore, it is hard to distinguish the impact of traditional media as an independent QL promotion intervention. With innovative media, while many QL services have a presence on social media sites, there is no literature on evaluating the effectiveness of these channels for quitline promotion.

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Acknowledgments

This study was funded by the American Recovery and Reinvestment Act (ARRA) through the Office of the Secretary Award #200-2008-27958 Task Order 0014.

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Authors and Affiliations

  1. Division of Cancer Prevention and Control, Centers for Disease Control and Prevention, 4770 Buford Highway, MS F76, Chamblee Bldg. 107, Atlanta, GA, 30341, USA

    Behnoosh Momin, Antonio Neri & Sherri L. Stewart

  2. RTI International, Research Triangle Park, NC, USA

    Kristen McCausland, Jennifer Duke & Heather Hansen

  3. Office on Smoking and Health, Centers for Disease Control and Prevention, Atlanta, GA, USA

    Jennifer Kahende & Lei Zhang

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  1. Behnoosh Momin
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  2. Antonio Neri
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Correspondence to Behnoosh Momin.

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The findings and conclusions in this report are those of the authors and do not necessarily represent the official position of the Centers for Disease Control and Prevention.

Use of trade names is for identification only and does not imply endorsement by the U.S. Department of Health and Human Services.

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Momin, B., Neri, A., McCausland, K. et al. Traditional and Innovative Promotional Strategies of Tobacco Cessation Services: A Review of the Literature. J Community Health 39, 800–809 (2014). https://doi.org/10.1007/s10900-014-9825-y

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