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Rural Smokeless Campaign: Online Copy Testing of Youth Reactions to Advertising Designed to Prevent Smokeless Tobacco Use

Rural Smokeless Campaign: Online Copy Testing of Youth Reactions to Advertising Designed to Prevent Smokeless Tobacco Use

Principal Investigator: Kara Marsh and Matthew Walker

Funding Mechanism: Research Contract

ID number: HHSF223201210039I

Award Date: 12/20/2012

Institution: Fors Marsh Group


Most smokers and smokeless tobacco users initiate use prior to age 18; rural youth are at particular risk of initiating smokeless tobacco use.  The goal of this quantitative study is to assess youth reactions to a series of advertisements intended to prevent the use of smokeless tobacco.  The target audience is rural white males aged 12 to 17 years who are at risk for using or experimenting with smokeless tobacco.  Study aims are: (1) to determine whether the advertisements are understandable and engaging; and (2) to determine whether any unintentional negative consequences result from viewing the advertisements. Up to 798 youth who fit the criteria of the target audience will be asked to complete a survey focusing on smokeless tobacco knowledge, attitudes and beliefs; a subset of participants will also view advertisements intended to prevent smokeless tobacco use.  The survey responses of the advertisement viewers will be used to assess overall advertisement performance; in addition, these responses will be compared to those of participants who did not view the advertisements in order to determine whether any unintended consequences result from viewing the advertisements. This study is the fourth part of a phased approach to formative research that will inform the development of an evidence-based smokeless tobacco use prevention campaign. (Project completed in January 2016.)