Television Campaign Research Articles

Impact of MTNs “I Don Port” Television Campaign on the Porting Decisions of GSM Subscribers

Impact of MTNs “I Don Port” Television Campaign on the Porting Decisions of GSM Subscribers

Increasing the dose of television advertising in a national antismoking media campaign: results from a randomised field trial

BackgroundWhile antismoking media campaigns have demonstrated effectiveness, less is known about the country-level effects of increased media dosing. The 2012 US Tips From Former Smokers (Tips) campaign generated approximately 1.6...

Surveillance, responsibility and control: an analysis of government and industry discourses about “problem” and “responsible” gambling

Background: Discussions of gambling have traditionally focused on ideas of “problem” and “responsible” gambling. However, few studies have examined how Institutions attempt to exert social control over gamblers in order to promote so-called “responsible” behaviour. In this study, we examine the way “problem” and “responsible” gambling are discussed by Australian governments and the gambling industry, using a theoretical framework based on the work of Foucault. Method: We conducted a thematic analysis of discourses surrounding problem and responsible gambling in government and gambling industry websites, television campaigns and responsible gambling materials. Results: Documents distinguished between gambling, which was positive for the community, and problem gambling, which was portrayed as harmful and requiring medical intervention. The need for responsible gambling was emphasised in many of the documents, and reinforced by mechanisms including self-monitoring, self-control and surveillance of gamblers. Conclusions: Government and industry expect gamblers to behave “responsibly”, and are heavily influenced by neoliberal ideas of rational, controlled subjects in their conceptualisation of what constitutes “responsible behaviour”. As a consequence, problem gamblers become constructed as a deviant group. This may have significant consequences for problem gamblers, such as the creation of stigma.

Beyond Braille on Toilet Doors: Museum Curators and Audiences with Vision Impairment

Beyond Braille on Toilet Doors: Museum Curators and Audiences with Vision Impairment

New Television and Old Campaign: The Experience and Lessons in Digital Television Transition in Taiwan

Although digital terrestrial television has undergone significant development over the last two decades, no single protocol for transition has been poised to break out as bona fide replacement for terrestrial TV programs for those elderly in the rural area in Taiwan.

Cost-Effectiveness Analysis of a Television Campaign to Promote Seasonal Influenza Vaccination Among the Elderly

BackgroundThe U.S. policy goals regarding influenza vaccination coverage rate among the elderly include the increase in the coverage rate and the elimination of disparities across racial/ethnic groups. ObjectiveTo examine the potential effectiveness of a television (TV) campaign to increase seasonal influenza vaccination among the elderly. MethodsWe estimated the incremental cost-effectiveness ratio (ICER, defined as incremental cost per additionally vaccinated Medicare individual) of a hypothetical nationwide TV campaign for influenza vaccination compared with no campaign. We measured the effectiveness of the nationwide TV campaign (advertised once a week at prime time for 30 seconds) during a 17-week influenza vaccination season among four racial/ethnic elderly groups (N=39 million): non-Hispanic white (W), non-Hispanic African American (AA), English-speaking Hispanic (EH), and Spanish-speaking Hispanic (SH). ResultsThe hypothetical campaign cost was $5,960,000 (in 2012 US dollars). The estimated campaign effectiveness ranged from −1.1% (the SH group) to 1.42% (the W group), leading to an increased disparity in influenza vaccination among non-Hispanic white and non-Hispanic African American (W-AA) groups (0.6 percentage points), W-EH groups (0.1 percentage points), and W-SH groups (1.5 percentage points). The estimated ICER was $23.54 (95% confidence interval $14.21–$39.37) per additionally vaccinated Medicare elderly in a probabilistic analysis. Race/ethnicity-specific ICERs were lowest among the EH group ($22.27), followed by the W group ($22.47) and the AA group ($30.55). The nationwide TV campaign was concluded to be reasonably cost-effective compared with a benchmark intervention (with ICER $44.39 per vaccinated individual) of a school-located vaccination program. Break-even analyses estimated the maximum acceptable campaign cost to be $14,870,000, which was comparable to the benchmark ICER. ConclusionsThe results could justify public expenditures on the implementation of a future nationwide TV campaign, which should include multilingual campaigns, for promoting seasonal influenza vaccination.

From Cautionary Chart-Topper to Friendly Beverage Anthem: Michael Jackson's “Billie Jean” and Pepsi's “Choice of a New Generation” Television Campaign

AbstractIn 1984 Pepsi-Cola released two groundbreaking commercials for its “Choice of a New Generation” campaign. Marketers reimagined Pepsi's product alongside superstar Michael Jackson's most iconic visual “symbols” and composed a slogan to be sung over fragments of the backing-track to his then-hit song, “Billie Jean.” Although merely replacing Jackson's original lyrics about lust and revenge with a family-oriented slogan had the potential to change meaning potentials the song held in other contexts, it was the re-working of Jackson's celebrity image and omission of key musical structures present within the original that allowed “Billie Jean” to acquire new meanings in the commercials. On the album, careful voice leading practices that pivot precariously between the natural and flat-VI underpin the score's complex harmonic structures to reinforce Jackson's cautionary tale. Pepsi's commercials, on the other hand, skillfully pick “Billie Jean” apart, extract its most memorable themes, and stitch the fragments back together. Consequently, when paired with Pepsi's overtly positive images, the reworked track noticeably diffuses the tension expressed in the original. By incorporating formal musical analysis, musicological inquiry, and formative cultural theory on advertising, MTV, and musical meaning in multimedia, this article contributes to growing discussions about pre-existing popular music's roles in advertising.

Do larger graphic health warnings on standardised cigarette packs increase adolescents’ cognitive processing of consumer health information and beliefs about smoking-related harms?

ObjectiveTo examine the impact of plain packaging of cigarettes with enhanced graphic health warnings on Australian adolescents’ cognitive processing of warnings and awareness of different health consequences of smoking.MethodsCross-sectional school-based...

Pictorial Impact of Television Political Advertising on Voters in a Multi-Cultural Environment

This work examines the opinion of politically conscious viewers on the pictorial power of television political campaigns of the 2011 elections. The reason was to find out if television pictures can communicate and add information to political messages, causing viewers to react according to the source’s intention. The survey research method was adopted. The main instrument applied in the study was the questionnaire administered on 250 politically conscious viewers who also voted in Uyo metropolis. Some research questions were formulated and problem statement made to realize the objectives of this work. It was realized that television political campaign pictures of the 2011 elections did not have any significant impact on politically conscious viewers. Moreover, viewers were not deterred from one party to another because of campaign pictures. They adopted the “continuance” action. It was also discovered that pictures add dimensions to political campaign messages, apart from being communicative. It was therefore recommended that television campaign pictures should appear real to either deter or reinforce viewer’s beliefs.

IZOSTANAK POLITIČARKI U PLAĆENOM OGLAŠAVANJU, PREDIZBORNI TV SPOT, SRBIJA 2012. I 2014

Cilj rada je da dekonstruiše strategije političkih partija iz rodne perspective u odnosu natelevizijsko predizborno političko plaćeno oglašavanje u kampanjama 2012. i 2014. u Srbiji.Cilj je takođe da se analizira lično iskustvo političarki da bi se na nov i drugačiji način analizirale prakse i strategije partija u odnosu na vidljivost kandidatkinja u vreme predizborne kampanjeu medijima. Metode korišćene u istraživanju su: kritička analiza medijskog diskursa(jedinica analize je tv spot u celini, verbalna, vizuelna i zvučna komponenta), komparativnametoda i životne priče kandidatkinja. Osnovna hipoteza je da bez obzira na to što su, shodnozakonskim odredbama, na kandidatskim listama, u oba analizirana izborna ciklusa, ženezauzimale svako treće mesto – one su podzastupljene u plaćenom političkom medijskom reklamiranju(TV spotu). Osnovni rezultat je da su medijske plaćene kampanje bile maskulinizirane.U fokusu je samo partijski lider. Kandidatkinje su podzastupljene u oba posmatranaperioda. Partije nisu rodno senzibilisane kada je reč o političkom plaćenom oglašavanju uvreme predizborne kampanje.

Female media use behavior and agreement with publicly promoted agenda-specific health messages.

This study set out to explore the relationship between female media use behavior and agreement with agenda-specific publicly promoted health messages. A random digit dial telephone cross-sectional survey was conducted using a nationally representative sample of female residents aged 25 and over. Respondents’ agreement with health messages was measured by a six-item Health Information Scale (HIS). Data were analyzed using chi-square tests and multiple logistic regression. This survey achieved a response rate of 86% (n = 1074). In this study the longest duration of daily television news watching (OR = 2.32), high self-efficacy (OR = 1.56), and greater attention to medical and health news (OR = 5.41) were all correlates of greater agreement with the selected health messages. Surprisingly, Internet use was not significant in the final model. Many women that public health interventions need to be targeting are not receptive to health information that can be accessed through Internet searches. However, they may be more readily targeted by television campaigns. Agenda-specific public health campaigns aiming to empower women to serve as nodes of information transmission and achieve efficient trickle down through the family unit might do better to invest more heavily in television promotion.

Social Media in Advertising Campaigns

Inspired by the increasing popularity of advertising on social media, and especially on social network sites (SNSs), the aim of this study is to give insight into the effectiveness of SNS advertising. The first experimental study compares consumer responses to advertising on SNSs and television (TV) and demonstrates that while TV campaigns are evaluated more positively, SNS campaigns result in more favourable cognitive responses. Moreover, the persuasive intent of SNS campaigns is less recognized than for TV campaigns. Since SNSs are often combined with traditional media in advertising campaigns, the second study examines whether campaigns combining TV and SNSs lead to so-called synergy effects. Results showed that this was not the case: single-medium and multimedia campaigns were equally effective. The third study examines the role of perceived persuasive intent in this relationship and tests whether there is an indirect effect of type of campaign (multimedia or single-medium) on consumer responses via perceived persuasive intent. Results show that SNS–TV campaigns are perceived as less persuasive than SNS-only and TV-only campaigns, resulting in more favourable campaign and brand responses. In sum, the article provides empirical evidence for the value of integrating social media with traditional media in advertising campaigns.

Newborn care practices in rural Bangladesh: Implications for the adaptation of kangaroo mother care for community-based interventions

Bangladesh has one of the world's highest rates of low birth weight along with prevalent traditional care practices that leave newborns highly vulnerable to hypothermia, infection, and early death. We conducted formative research to explore existing newborn care practices in rural Bangladesh with an emphasis on thermal protection, and to identify potential facilitators, barriers, and recommendations for the community level delivery of kangaroo mother care (CKMC). Forty in-depth interviews and 14 focus group discussions were conducted between September and December 2012. Participants included pregnant women and mothers, husbands, maternal and paternal grandmothers, traditional birth attendants, village doctors, traditional healers, pharmacy men, religious leaders, community leaders, and formal healthcare providers. Audio recordings were transcribed and translated into English, and the textual data were analyzed using the Framework Approach. We find that harmful newborn care practices, such as delayed wrapping and early initiation of bathing, are changing as more biomedical advice from formal healthcare providers is reaching the community through word-of-mouth and television campaigns. While the goal of CKMC was relatively easily understood and accepted by many of the participants, logistical and to a lesser extent ideological barriers exist that may keep the practice from being adopted easily. Women feel a sense of inevitable responsibility for household duties despite the desire to provide the best care for their new babies. Our findings showed that participants appreciated CKMC as an appropriate treatment method for ill babies, but were less accepting of it as a protective method of caring for seemingly healthy newborns during the first few days of life. Participants highlighted the necessity of receiving help from family members and witnessing other women performing CKMC with positive outcomes if they are to adopt the behavior themselves. Focusing intervention messages on building a supportive environment for CKMC practice will be critical for the intervention's success.

A utiliza??o da televis?o e do v?deo para educa??o e promo??o da sa?de

O estilo de vida pessoal estabelece-se durante as etapas iniciais do desenvolvimento e têm um papel fundamental no desencadeamento, manutenção e cura de muitas doenças do foro físico. Como esse estilo de vida é influenciado de diversos modos procurou-se delinear o impacto que dois meios de comunicação audiovisual (a televisão e o vídeo) podem ter na educação e promoção da saúde. Na primeira parte do artigo procede-se a uma revisão de trabalhos que utilizaram campanhas televisivas em áreas como a cessação de fumar, redução de doenças do coração, stress, informação relativa a doenças e a procedimentos específicos de auto-manutenção. A segunda parte revê os trabalhos que utilizaram a tecnologia mais recente do vídeo tanto em fobias, como na preparação para a cirurgia ou informação acerca de diversos aspectos que os componentes de uma mensagem em televisão ou em vídeo devem ter em consideração. Seguidamente apresentam-se recomendações para melhorar o actual estado da investigação neste domínio e propostas de acção, alestando para as alterações que este novo campo introduz nos papéis que o psicólogo tradicionalmente desempenhava.

Tobacco health warning messages on plain cigarette packs and in television campaigns: a qualitative study with Australian socioeconomically disadvantaged smokers.

Television advertisements, packaging regulations and health warning labels (HWLs) are designed to communicate anti-smoking messages to large number of smokers. However, only a few studies have examined how high smoking prevalence groups respond to these warnings. This study explored how socioeconomically disadvantaged smokers engage with health risk and cessation benefit messages. Six focus groups were conducted over September 2012-April 2013 with adult clients of welfare organizations in regional New South Wales, Australia who were current smokers (n = 51). Participants discussed HWLs, plain packaging and anti-smoking television advertisements. Discussions were audio-taped, transcribed verbatim and analysed using thematic analysis. Highly emotive warnings delivering messages of negative health effects were most likely to capture the attention of the study participants; however, these warning messages did not prompt quit attempts and participants were sceptical about the effectiveness of cessation programmes such as telephone quitlines. Active avoidance of health warning messages was common, and many expressed false and self-exempting beliefs towards the harms of tobacco. Careful consideration of message content and medium is required to communicate the anti-smoking message to disadvantaged smokers who consider themselves desensitized to warnings. Health communication strategies should continue to address false beliefs about smoking and educate on cessation services that are currently underutilized.

Defeating “Death with Dignity”: Morality and Message in a Massachusetts Referendum

In November 2012, a ballot measure entitled “Death with Dignity” that would legalize physician-assisted suicide was placed before the voters of Massachusetts. The Catholic Church, which had exerted substantial policy influence in the commonwealth but had recently seen its authority falter, faced a popular proposal that the bishops considered morally objectionable. No longer able to intercede effectively with elected officials, mobilize the laity in large numbers, or win solely by stressing church teachings, the church pursued coalition politics and funded a television and Internet campaign that emphasized secular and cultural arguments grounded in the church’s moral understanding of life rather than religious legitimizations. The initiative, which held a commanding lead in mid-September, was narrowly defeated. The case shows how the Catholic Church in Massachusetts, even in a weakened state, has learned to adapt politically and gain support for its position on an important moral policy concern.

African-American Patients’ Preferences for a Health Center Campaign Promoting HIV Testing

In 2006, the US Centers for Disease Control and Prevention recommended routine HIV testing in health care settings and called for HIV testing campaigns targeting African Americans. In a 2011 national survey, 63% of African Americans wanted information on HIV testing. In our study, 176 African Americans were surveyed to determine channels and spokespersons for an HIV testing campaign. Among 9 media channels, the top 3 ranked as "very likely" to convince them to get HIV tested were television, poster, and brochure. Among 10 spokespersons, the top 3 were doctor, nurse, and "real person like me." The media are a cost-effective strategy to promote HIV prevention. Posters and brochures are inexpensive and easy to reproduce for clinical settings. Television campaigns may be feasible in clinics with closed-circuit televisions. Research is needed on campaign messages. An effective health center HIV testing campaign may help mitigate the disproportionate toll HIV is having on African Americans.

Assessment of periodontal knowledge following a mass media oral health promotion campaign: a population-based study

BackgroundOral health promotion can be achieved through education using various approaches including mass media health education campaigns. Mass media campaigns might increase oral health knowledge and perhaps could lead to desired behaviour changes and prevention of oral diseases. The aim of this study was to assess the effect of a national television campaign on knowledge of periodontal health among Iranian adults.MethodsWe conducted a population-based survey among adults aged 18–50 using a stratified multistage sampling method in the 22 districts of Tehran, Iran, in 2011. All participants were interviewed at two points in time: baseline (before launching the campaign) and follow-up assessment (after the campaign was finished) by using a validated instrument. The campaign included an animation clip about periodontal health and disease that was telecasted for ten days from several national TV channels. The instrument included items related to aetiology and sign of gum disease. Periodontal knowledge score and its change were calculated for each participant and were evaluated using statistical analyses in order to examine the effect of the campaign.ResultsIn all 791 individuals (mean age: 32.6 years) were interviewed at baseline. Of these, 543 individuals were followed one month after the campaign. However, only 163 out of 543 reported that they had seen the campaign. Thus, comparison was made between those who had seen the campaign and who did not. The knowledge scores improved significantly among those who saw the campaign compared to those who did not (the mean knowledge score improvement 0.61 ± 0.96 versus 0.29 ± 0.8 respectively, p < 0.001). The results obtained from multiple logistic regression analysis indicated that improvement in periodontal knowledge was significantly associated with exposure to the campaign (OR = 2.20, 95% CI = 1.37-3.54), female gender (OR = 1.59, 95% CI = 1.05-2.43), being in age group 25–34 (OR = 1.76, 95% CI = 1.00-3.08), having higher education (high school: OR = 2.34, 95% CI = 1.23-4.43; university: OR = 3.33, 95% CI = 1.66-6.64), and baseline knowledge (OR = 0.25, 95% CI = 0.17-0.36).ConclusionThe study demonstrated a significant impact of the mass media campaign on Iranian adults’ knowledge regarding periodontal health and disease.

(Des)motivación y drogas: un análisis de las campañas de prevención en España (1987-2007)

The aim of this article is to analyze and frame the level of efficacy and adequacy of publicity campaigns for the prevention of drug use in Spain. To this end, the contents of the messages used by the FAD (Antidrug Foundation) in television campaigns broadcast between 1987 and 2007 have been reviewed. The content of these campaigns has also been linked to the progress and motivation of drug users through two decades, using the biannual surveys of Los Andaluces ante las drogas . The results show that the discourse followed in these campaigns has no relation whatsoever with the said motivations linked with drug abuse. Consequently, a strategy is required which will have an impact on discouraging and dissuading drug users.

Arby's image repair tactics as a public relations strategy

Arby's, a fast food restaurant, made a marketing appeal based on geography in its “Journey” television campaign, arguing that its meats sliced in its restaurants were fresher than Subway's meats sliced in Iowa. Although the target of the advertisement was Subway, some Iowans felt attacked. Iowans’ reactions and Arby's responses offer an instructive case of image attack and image defense in public relations.