Media Planning and Placement

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Media Planning and Placement
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Media Planning and Placement

• The Media Planning Placement survey sought to
  determine the strategic choices for each
  campaigns media placement plan, including
  selection of media vehicles, reach, frequency and
  duration of campaigns, and targeted placement
  opportunities for specific populations.

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Survey Responses by Region
Total Responses 28

• PACIFIC OCEANIA
• New Zealand
• NORTH AMERICA
• Canada (5)
• United States (11)
• SOUTH AMERICA
• Uruguay

• AFRICA
• Nigeria
• ASIA
• China (2)
• EUROPE
• WESTERN EUROPE
• Belgium
• Portugal
• Sweden
• UK (3)
• EASTERN EUROPE
• Czech Republic

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Survey Responses by Location
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Survey Responses by Organization

• Total Responses 28

• American Legacy Foundation
• Arnold Worldwide
• Canadian Cancer Society- Nova Scotia Division
  Smokers' Helpline
• Clarity Coverdale Fury
• Czech Coalition against Tobacco
• Department of Health and Social Services,
  Government of Nunavut
• Environmental Rights Action/ Friends of the
  Earth
• Foundation Against Cancer (Brussels)
• Georgia Department of Human Resources
• Health Canada
• Instituto Nacional de cardiologia Preventiva
• Ministry of Health, Province of BC
• MZD Advertising
• National Tobacco Control Office, China CDC (1)

• National Tobacco Control Office, China CDC (2)
• Oklahoma State Department of Health Tobacco Use
  Prevention Service
• Oregon Dept. of Human Services
• QUIT (UK)
• QUIT- Asian Quitlines/Arabic Quitline
• Sindicato Médico del Uruguay
• Smokers Helpline (Canada)
• Stockholm Centre of Public Health Centre for
  Tobacco Prevention
• The Quit Group (New Zealand)
• Tobacco Control Program, Rhode Island Department
  of Health
• UK Department of Health
• Utah Department of Health
• Vermont Department of Health
• Wyoming Department of Health

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Overall Learnings

• Once is not enough
• need consistent scheduling and constant
  presence to keep message top of mind.
  The Quit Group, New Zealand
• More ads played more often are required.
• Government of Nunavat, Canada

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Overall Learnings

• 2. Multiple messages produce greater results
• Multiple voice (messages) are not only
  complementary, but additiveworking harder than a
  single campaign. United Kingdom
• When a new advertisement (showing the dangers of
  smoking) was broadcast in tandem with a Quitline
  (ad) call volume showed a significant increase
  Australia

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Overall Learnings

• 3. One size does not fit all
• Some at-risk groups respond differently
• Important to look for other ways to reach out if
  traditional methods are not working
• Rhode Island Department of Health

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Need More Learning

• Developing Countries
• The Internet
• Celebrities
• Beyond Mass Media

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Need More Learning

• Programs for low and middle income countries
• Promotions/Contest
• Health-worker programs
• School programs for teens
• The Internet
• Consumers use internet to gather information
• Best practices for media use of internet
• Impact of celebrities with smoking-related
  illness
• Messages when consumers are motivated
• Beyond TV and Mass-Media
• Non-traditional media integrated with TV
• Creating multiple touch-points

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Media Panel Discussion

• Impact of State-sponsored Anti-tobacco TV Ads on
  Teens
• Sherry Emery, PhDInstitute for Health Research
  Policy, University of Illinois, USA
• Effectiveness of Quit Win Promotions
• Kate HeyCochran Tobacco Addiction Group, UK
• When TV Isnt Working
• Carol Hall-Walker Donna Levesque Rhode Island
  Department of Health, USA

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