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Prepared for: Cancer Institute NSW

Pre-testing of Anti-tobacco ads. Prepared for: Cancer Institute NSW. Client contacts: Donna Perez, Trish Cotter. TNS consultants: Laurette Douglas, Sandra Eichhorn. J26411: 12 September 2007. Contents. Research Objectives Methodology and Sample Demographics Main Message Primary Recall

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Prepared for: Cancer Institute NSW

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  1. Pre-testing ofAnti-tobacco ads Prepared for: Cancer Institute NSW Client contacts: Donna Perez, Trish Cotter TNS consultants: Laurette Douglas, Sandra Eichhorn J26411: 12 September 2007

  2. Contents • Research Objectives • Methodology and Sample • Demographics • Main Message • Primary Recall • Calls to Action • Efficacy 1

  3. Research Objectives

  4. Research Objectives • The Cancer Institute NSW commissioned TNS Social Research to conduct pre-testing of anti-tobacco ads, among smokers aged 18+ years living in NSW. • The primary aim of this evaluation was to assess the main message, primary recall, calls to action and perceived efficacy amongst smokers. • Three TVCs were evaluated: • A Lung (Bronchoscopy/ Tumour Animatic) • B Sponge • C Morten 3

  5. Methodology and Sample

  6. Methodology and Sample • All surveys were conducted online. Respondents were exposed to each of the three advertisements and asked questions on main message take-out, statement association (calls to action) and perceived efficacy. Primary recall was further tested only for Lung. • Surveys were conducted between Friday 24 August and Sunday 26 August 2007. • Sample was drawn from the EmailCash database, targeting 18+ year old smokers from NSW. The average survey length was approximately 10 minutes. • The total sample released (approximately 6250 records) was stratified by gender (50% male and 50% female) and location (60% metropolitan NSW, i.e. greater Sydney, and 40% rural / regional). • Respondents were also required to confirm that they had answered all questions truthfully and fully. Those that did not were removed from the data. • Data has been weighted in alignment with 2006 ABS figures. 5

  7. Research Design – Sample Frame n=301 Online Surveys 51% female respondents 49% male respondents 37% regional/rural NSW respondents 63% metropolitan NSW respondents All data has been post-weighted by age, gender and location, according to current ABS statistics. All significant differences (unless otherwise noted) are measured at a 95%± confidence level. 6

  8. Conclusions • Message take-out (All 3 ads) • The message take-outs across all three ads are very similar – with 7 key messages repeated for all ads. • The highest mention is achieved for ‘All smokers can get lung cancer’ (25%) and mostly in response to the Lung ad. • ‘Smoking is bad for your health’ is associated with all three ads (15-21%). • Primary Recall (Lung specific) • Nett images (31%) and the Nett sounds (28%) are remembered most among respondents. • Calls to Action (All 3 ads) • All TVCs are most closely associated with ‘Is believable’ (77-86% Nett agree), ‘Is relevant to me’ (71-78% Nett agree), ‘Is an effective anti-smoking ad’ (68-73% Nett agree) and ‘Makes me stop and think’ (69-71% Nett agree). • Efficacy (All 3 ads) • All TVCs perform very similarly in terms of efficacy – Overall more than 40% of respondents rank all ads as ‘nett effective’. 7

  9. Demographics

  10. Demographics S1. How often do you now smoke cigarettes, pipes or other tobacco products? Base: All respondents n=301 9

  11. Demographics S2. How old are you at the moment? Base: All respondents n=301 10

  12. Demographics S3. Please indicate your gender? Base: All respondents n=301 11

  13. Demographics S4. What is your postcode? Base: All respondents n=301 12

  14. Main Message

  15. Main MessageSummary • All TVCs generate the main message ‘Smoking is bad for your health’: • A Lung (15%) • B Sponge (21%) • C Morten (18%) • For the ads Lung and Morten, this message is significantly more likely to be mentioned by respondents aged 18-24 years. • For the ads Lung and Sponge, daily smokers are significantly more likely to mention this message than thosewho smoke less than weekly. • Overall highest mentions for message take-out are: • ‘All smokers can get lung cancer/ smoking causes lung cancer’ (25%)Lung • ‘Smoking makes it hard to breathe’ (23%)Morten • Primary main messages per ad are: • A Lung: ‘All smokers can get lung cancer/smoking causes lung cancer’ (25%) • B Sponge: ‘Smoking damages your health/ makes you sick’ (21%) • C Morten: ‘Smoking makes it hard to breathe’ (23%) 14

  16. Main MessageSummary Q1A/B/C. What is the MAIN point that this ad is trying to make? Consistent responses in terms of main messages across all TV ads. Base: All respondents n=301 15

  17. Main Message Lung Q1A. What is the MAIN point that this ad is trying to make? Those aged 18-24, rural respondents and occasional smokers were significantly more likely to mention ‘All smokers can get lung cancer/smoking causes lung cancer’ than other subgroups. *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 16

  18. Main Message Sponge Q1B. What is the MAIN point that this ad is trying to make? Rural respondents and daily smokers were significantly more likely to mention ‘Smoking damages your health/makes you sick’ whereas those aged 65+ are at least likely to associate this message. Base: All respondents n=301 17

  19. Main Message Morten Q1C. What is the MAIN point that this ad is trying to make? Those aged 55-64 were more likely to associate ‘Smoking makes it hard to breathe’ with this ad in comparison to other age groups. Base: All respondents n=301 18

  20. Primary Recall

  21. Primary Recall – LungSummary • Respondents remember the following elements most : • Images of cancer (13%) • Breathing/ sound of breathing (12%) • Growth/ cancer on the lung (10%) • Classification according to five broader themes (Netts) are as follows: • Image related (30%) • Sound related (27%) • Cancer consequences based on smoking (24%) • Hard to breath related (11%) • Other consequences based on smoking (5%) 20

  22. Classification according to five broader themes (Netts) Base: All respondents n=301 21

  23. Primary Recall – Lung Q2A. What sticks in your mind about this ad, or what do you remember most about this ad? The top 3 issues are significantly more memorable among those aged 65+ years and the top 2 issues are more memorable among females. Base: All respondents n=301 22

  24. Calls to action

  25. Calls to ActionSummary • Respondents agreement with each of the statements are relatively consistent across the three different ads • All TVCs (Lung, Sponge & Morten) are most closely associated with the statements: • ‘Is believable’ (77-86%) • ‘Is relevant to me’ (71-78%) • ‘Is an effective anti-smoking ad’ (68-73%) • ‘Makes me stop and think’ (69-71%) . 24

  26. Calls to Action Summary – rank by Nett agree Base: All respondents n=301 25

  27. Calls to Action Summary – Strongly Agree The ad makes me stop and think The ad is an effective anti-smoking ad The ad makes me feel uncomfortable The ad makes me feel more concerned about smoking The ad makes me more likely to try to quit The ad taught me something new The ad is relevant to me The ad is believable Base: All respondents n=301 26

  28. Calls to Action Summary – Nett Agree The ad makes me stop and think The ad is an effective anti-smoking ad The ad makes me feel uncomfortable The ad makes me feel more concerned about smoking The ad makes me more likely to try to quit The ad taught me something new The ad is relevant to me The ad is believable Base: All respondents n=301 27

  29. Calls to Action – LungTotal – rank by strongly agree Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… % Nett Agree 86 66 73 68 75 71 39 60 Base: All respondents n=301 28

  30. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Lungby Age Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 1-4 Total Age Base: All respondents n=301 29

  31. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Lung by Gender, Location, Frequency of smoking Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 1-4 Total Gender Location Frequency of smoking *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 30

  32. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Lung by Age Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 5-8 Total Age Base: All respondents n=301 31

  33. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Lungby Gender, Location, Frequency of smoking Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 5-8 Total Gender Location Frequency of smoking *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 32

  34. Calls to ActionLung • Lung TVC is most closely associated with ‘Is believable’ (strongly agree - 37%), ‘Makes me feel uncomfortable’(strongly agree - 34%), ‘Is an effective anti-smoking ad’ (strongly agree - 33%) and ‘Makes me feel more concerned about smoking’ (strongly agree - 31%). • ‘Is believable’: Nett Agree (86%) is significantly higher among those who smoke daily (87%) and respondents aged 25-34 years (94%). • ‘Makes me feel uncomfortable’: Nett Agree (66%) is significantly higher among those aged 65+ years (70%), females (71%) and rural respondents (69%). • ‘Is an effective anti-smoking ad’: Nett Agree (73%) is significantly higher among those aged 65+ years (96%), females (75%) and rural respondents (77%). • ‘Makes me feel more concerned about smoking’: Nett Agree (68%) is significantly higher among females (73%). 33

  35. Calls to Action – SpongeTotal – rank by strongly agree Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… % Nett Agree 69 70 77 72 78 69 60 39 Base: All respondents n=301 34

  36. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Spongeby Age Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 1-4 Total Age Base: All respondents n=301 35

  37. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Spongeby Gender, Location, Frequency of smoking Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 1-4 Total Gender Location Frequency of smoking *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 36

  38. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Sponge by Age Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 5-8 Total Age Base: All respondents n=301 37

  39. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Spongeby Gender, Location, Frequency of smoking Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 5-8 Total Gender Location Frequency of smoking *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 38

  40. Calls to ActionSponge • Sponge TVC is most closely associated with ‘Makes me feel uncomfortable’ (strongly agree - 38%), Makes me feel more concerned about smoking’ (strongly agree - 35%), ‘Is believable’ (strongly agree - 34%) and ‘Is an effective anti-smoking ad’ (strongly agree - 34%). • ‘Makes me feel uncomfortable’: Nett Agree (69%) is significantly higher among those aged 55+ years and females (75%). • ‘Makes me feel more concerned about smoking’: Nett Agree (69%) is significantly higher among females (74%). • ‘Is relevant to me’: Nett Agree (78%) is significantly higher among daily smokers. • ‘Is an effective anti-smoking ad’: Nett Agree (72%) is significantly higher among females (76%) and among those aged 55+. 39

  41. Calls to Action – MortenTotal – rank by Strongly agree Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… % Nett Agree 68 82 68 60 70 71 58 40 Base: All respondents n=301 40

  42. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Mortenby Age Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 1-4 Total Age Base: All respondents n=301 41

  43. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Mortenby Gender, Location, Frequency of smoking Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 1-4 Total Gender Location Frequency of smoking *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 42

  44. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Morten by Age Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 5-8 Total Age Base: All respondents n=301 43

  45. Denotes that a result is significantly higher within a subgroup Denotes that a result is significantly lower within a subgroup Calls to Action – Mortenby Gender, Location, Frequency of smoking Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad… Statement 5-8 Total Gender Location Frequency of smoking *Occasional smokers = weekly / less than weekly smokers Base: All respondents n=301 44

  46. Calls to ActionMorten • Morten TVC is most closely associated with ‘Is an effective anti-smoking ad’ (32% - strongly agree), ‘Is believable’ (31%), ‘Makes me feel more concerned about smoking’ (30%) and ‘Makes me feel uncomfortable’(28%). • ‘Is an effective anti-smoking ad’: Nett Agree (68%) is significantly higher among those aged 55+ years, females (71%), rural respondents (70%) and daily smokers (71%). • ‘Is believable’: Nett Agree (82%) is significantly higher among those aged 55-64 years (87%), females (88%) and metro respondents (84%). • ‘Makes me feel more concerned about smoking’: Nett Agree (68%) is significantly higher among those aged 55+ years, females (76%) and daily smokers (70%). • ‘Makes me feel uncomfortable’: Nett Agree (60%) is significantly higher among those aged 55+ years, and females (69%). 45

  47. Efficacy

  48. EfficacySummary • All TVCs achieve very similar results in terms of rated efficacy. This is true for both the total figures and across demographics. • Overall the majority (55-59%) of respondents rank each ad as ‘nett effective’. • At least one respondent out of ten rank each ad as ‘very effective’. • Around one-third (31-39%) are neutral (‘neither’). • Less than 4% rank all ads as ‘not at all effective’ • Lung • Those aged 65+ years and rural respondents are significantly more likely to rate this ad as ‘nett effective’ • Sponge • Those aged 65+ years and metro respondents are significantly more likely to rate this ad as ‘nett effective’ • Morten • Those aged 65+ years, female, rural respondents and daily smokers are significantly more likely to rate this ad as ‘nett effective’ 47

  49. Efficacy ComparisonTotal Q4 A/B/C. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Lung 7% Nett ineffective (0-3) 37% Neither (4-6) 57% Nett effective (7-10) Sponge 59% Nett effective (7-10) 9% Nett ineffective (0-3) 31% Neither (4-6) Morten 55% Nett effective (7-10) 8% Nett ineffective (0-3) 39% Neither (4-6) Base: All respondents n=301 48

  50. Efficacy – Lung by Gender & Location Q4 A. How much would you rate the effectiveness of the ad for encouraging smokers to quit? One a scale from 0 to 10, 0 = Not at all effective and 10= Very effective: Gender Location Frequency of smoking Total Base: All respondents n=301 49

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