Abstract
In the last few years, Malaysia government has put in a lot of efforts in order to reduce the number of smokers especially youths in Malaysia. Unfortunately, the numbers of smokers are still increasing according to Global Adult Survey Tobacco (2012). This survey was carried out to evaluate the effectiveness of anti-smoking advertising message and media in Malaysia. A questionnaire was used as a research instrument in this survey. The findings showed that the respondents are “neutral” on the anti-smoking advertising messages except for the fear message. One-way ANOVA and independent samples t-test were used to test the hypotheses. The result from independent samples t-test shows there is a real difference between gender and effectiveness of the anti smoking message. However, the result from one-way ANOVA shows there is no difference between ethnic groups and effectiveness of the anti - smoking message. Besides, the findings also showed that the Internet was the most effective medium to promote anti-smoking advertisements. In future, the comprehensive evaluation of anti-smoking advertising effectiveness in terms of copy, layouts and appeals needs to be studied.
Highlights
According to Global Adult Tobacco Survey (GATS) (2012), 23.1% Malaysians aged 15 years above are smokers
Adults who believed that smoking should be prohibited indoors or in restaurants are 72.7% for smokers and 86.7% for non-smokers
A cross-sectional study was employed in this survey to evaluate the effectiveness of the anti - smoking message in Malaysia
Summary
According to Global Adult Tobacco Survey (GATS) (2012), 23.1% Malaysians aged 15 years above are smokers. The survey reported that in Malaysia, firstly, adults who noticed anti- cigarette smoking information on the TV or Radio are 87.7% for smokers and 86.9% for non-smokers respectively. Adults who noticed any cigarette advertisement or promotions are 35.7% for smokers and 29.3% for non-smokers. Adults who believed smoking caused serious illness are 88.1% of smokers and 93.5% for non-smokers. Adults who believed that smoking should be prohibited indoors or in restaurants are 72.7% for smokers and 86.7% for non-smokers. Adults who believed breathing other people’s smoke causes serious illness in non-smokers are 79.8% for smokers and 87.7% for non-smokers
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