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Essential Measures are only those items that are critical to the collection of the Measure or are necessary for the interpretation of results. Essential Measures are integral to the Measure. Without such information the data collected would be incomplete and/or misleading.
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Browse » Collections » Tobacco Regulatory Research » Tobacco Regulatory Research: Environment » Perceived Effectiveness of Anti-Tobacco Advertising

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Measure: Perceived Effectiveness of Anti-Tobacco Advertising   #750900

Definition: This measure assesses the perceived effectiveness for multiple types of anti-tobacco advertisements to determine whether perceived effectiveness is predictive of changes in tobacco-related behaviors.

Purpose: The purpose of this measure is to evaluate respondents’ reactions to anti-tobacco advertisements by using a multi-item scale. Understanding the perceived effectiveness of specific types of anti-tobacco advertisements can help identify message strategies that are most effective for improving anti-tobacco-related behaviors and outcomes.


Keywords: Perceived effectiveness, anti-tobacco, anti-smoking, cessation, advertising, advertisements, mass media, campaign, receptivity

Measure Release Date: June 24, 2015

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