Stamp Out Smoking Ad Recall Survey - July 2nd, 2010
Last May, 800 individuals from the general public were polled by the Arkansas Department of Health to measure awareness of the Stamp Out Smoking campaign. We found that people are increasingly recalling the Quitline number accurately and that 79 percent of Arkansans were familiar with the SOS campaign. Further, we found that advertisements featuring children had the highest recall.
According to survey results, eight out of 10 respondents reported having heard of the SOS campaign; 23 percent reported being either very or extremely familiar with the SOS campaign, a minimal increase from the 2008 results. TV ads were most effective with a 64 percent recall. Radio had lower recall than TV, but an increase in recall over 2008. Print ads had a slight decrease, but the recollection of the SOS logo was comparable to previous years. Because this was the first year for SOS to include online advertising in its ad recall survey, the online ads had low recall.
SOS will continue its media campaign for fiscal year 2011 by focusing on encouraging cessation and secondhand smoke messages. The campaign takes into consideration what is most effective in reaching those who want to quit so as to continue to reach and increase its audience.
Check out the ads on the SOS media page: http://news.sosenews.com/index.php/category/media-gallery/
