Response to anti-tobacco smoking

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

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

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.

7
Research Design Sample Frame
n301 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.
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.

9
Demographics
10
Demographics
S1. How often do you now smoke cigarettes, pipes
or other tobacco products?
Base All respondents n301
11
Demographics
S2. How old are you at the moment?
Base All respondents n301
12
Demographics
S3. Please indicate your gender?
Base All respondents n301
13
Demographics
S4. What is your postcode?
Base All respondents n301
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 those who 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)

16
Main MessageSummary
Q1A/B/C. What is the MAIN point that this ad is
trying to make?
Lung Sponge Morten
All smokers can get lung cancer/ damages your lungs 25 18 /
Stop smoking 21 14 18
Dont smoke 21 10 8
Smoking is bad for your health 15 21 18
You cant breath easily/smoking makes it hard to breath 11 / 23
Smoking kills you 8 3 5
Smoking causes lung cancer 6 5 5
Consistent responses in terms of main messages
across all TV ads.
Base All respondents n301
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 n301
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 n301
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 n301
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)

22
Classification according to five broader themes
(Netts)
Base All respondents n301
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 n301
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)
• .

26
Calls to Action Summary rank by Nett agree
Lung Sponge Morten
Makes me stop and think 71 69 70
Makes me feel uncomfortable 66 69 60
Makes me more likely to try to quit 60 60 58
Taught me something new 39 39 40
Is believable 86 77 83
Is relevant to me 75 78 71
Makes me feel more concerned about smoking 68 70 68
Is an effective anti-smoking ad 73 72 68
Base All respondents n301
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 more likely to try to quit
The ad makes me feel more concerned about smoking
The ad taught me something new
The ad is relevant to me
The ad is believable
Base All respondents n301
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 more likely to try to quit
The ad makes me feel more concerned about smoking
The ad taught me something new
The ad is relevant to me
The ad is believable
Base All respondents n301
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
60
39
Base All respondents n301
30
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
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65 yrs
             
Makes me stop and think Nett agree 71 63 70 73 72 60 83
Makes me stop and think Nett disagree 10 12 6 8 12 11 12
             
Makes me feel uncomfortable Nett agree 66 55 67 65 68 69 70
Makes me feel uncomfortable Nett disagree 13 15 8 16 13 11 17

Makes me more likely to try to quit Nett agree 60 55 63 56 63 52 70
Makes me more likely to try to quit Nett disagree 14 13 10 12 15 13 21

Taught me something new Net agree 39 43 46 38 37 41 30
Taught me something new Net disagree 31 31 29 28 28 27 45
Base All respondents n301
31
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
Total Male Female Metro Rural Daily smokers Occasional smokers
           
Makes me stop and think Nett agree 71 68 74 70 72 70 74
Makes me stop and think Nett disagree 10 10 11 10 11 11 9
       
Makes me feel uncomfortable Nett agree 66 60 71 64 69 66 66
Makes me feel uncomfortable Nett disagree 13 15 12 14 12 14 9

Makes me more likely to try to quit Nett agree 60 56 64 58 64 60 66
Makes me more likely to try to quit Nett disagree 14 15 13 12 18 15 6

Taught me something new Net agree 39 40 38 41 34 39 40
Taught me something new Net disagree 31 29 34 26 40 33 17
Occasional smokers weekly / less than weekly
smokers
Base All respondents n301
32
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
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65 yrs
             
Is believable Nett agree 86 75 94 87 81 83 92
Is believable Nett disagree 5 5 3 3 3 7 8
             
Is relevant to me Nett agree 75 65 68 79 72 67 96
Is relevant to me Nett disagree 6 14 6 7 6 8

Makes me feel more concerned about smoking Nett agree 68 57 72 69 73 61 70
Makes me feel more concerned about smoking Nett disagree 9 13 11 8 9 9 5

Is an effective anti-smoking ad Net agree 73 65 71 66 67 73 96
Is an effective anti-smoking ad Net disagree 8 13 8 8 16 2
Base All respondents n301
33
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
Total Male Female Metro Rural Daily smokers Occasional smokers
       
Is believable Nett agree 86 88 85 86 87 87 80
Is believable Nett disagree 5 4 6 4 6 5 6
       
Is relevant to me Nett agree 75 72 78 76 74 77 60
Is relevant to me Nett disagree 6 7 5 6 7 6 9

Makes me feel more concerned about smoking Nett agree 68 62 73 69 65 67 71
Makes me feel more concerned about smoking Nett disagree 9 11 7 10 7 9 9

Is an effective anti-smoking ad Net agree 73 71 75 72 77 74 69
Is an effective anti-smoking ad Net disagree 8 9 6 9 6 4 6
Occasional smokers weekly / less than weekly
smokers
Base All respondents n301
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).

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 n301
36
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
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65 yrs
             
Makes me stop and think Nett agree 69 60 73 70 67 69 75
Makes me stop and think Nett disagree 12 14 6 14 14 13 12
             
Makes me feel uncomfortable Nett agree 69 59 69 71 64 77 75
Makes me feel uncomfortable Nett disagree 15 18 9 18 14 11 17

Makes me more likely to try to quit Nett agree 60 55 63 59 59 58 66
Makes me more likely to try to quit Nett disagree 18 18 11 20 19 24 17

Taught me something new Net agree 39 54 47 30 42 33 29
Taught me something new Net disagree 33 24 25 34 30 29 49
Base All respondents n301
37
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
Total Male Female Metro Rural Daily smokers Occasional smokers
           
Makes me stop and think Nett agree 69 67 72 70 68 68 77
Makes me stop and think Nett disagree 12 10 15 11 14 14 /
       
Makes me feel uncomfortable Nett agree 69 63 75 71 66 69 71
Makes me feel uncomfortable Nett disagree 15 16 14 12 18 16 3

Makes me more likely to try to quit Nett agree 60 58 63 63 56 59 69
Makes me more likely to try to quit Nett disagree 18 17 19 15 22 20 3

Taught me something new Net agree 39 36 41 44 29 37 51
Taught me something new Net disagree 33 28 37 25 46 36 9
Occasional smokers weekly / less than weekly
smokers
Base All respondents n301
38
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
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65 yrs
             
Is believable Nett agree 77 73 81 75 70 71 88
Is believable Nett disagree 7 11 2 5 14 6 8
             
Is relevant to me Nett agree 78 63 85 83 69 70 88
Is relevant to me Nett disagree 6 14 2 3 8 4 8

Makes me feel more concerned about smoking Nett agree 69 64 77 66 66 74 70
Makes me feel more concerned about smoking Nett disagree 11 13 4 12 9 9 17

Is an effective anti-smoking ad Net agree 72 72 73 71 63 73 79
Is an effective anti-smoking ad Net disagree 11 8 8 13 16 8 12
Base All respondents n301
39
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
Total Male Female Metro Rural Daily smokers Occasional smokers
           
Is believable Nett agree 77 77 76 77 77 77 74
Is believable Nett disagree 7 5 10 8 7 8 /
       
Is relevant to me Nett agree 78 77 78 79 76 78 71
Is relevant to me Nett disagree 6 3 8 5 8 6 3

Makes me feel more concerned about smoking Nett agree 69 65 74 72 65 69 71
Makes me feel more concerned about smoking Nett disagree 11 11 10 9 13 12 3

Is an effective anti-smoking ad Net agree 72 68 76 74 68 71 77
Is an effective anti-smoking ad Net disagree 11 10 12 12 10 13 /
Occasional smokers weekly / less than weekly
smokers
Base All respondents n301
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.

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 n301
42
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
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65 yrs
             
Makes me stop and think Nett agree 70 45 68 69 70 76 87
Makes me stop and think Nett disagree 9 14 8 8 11 6 9
             
Makes me feel uncomfortable Nett agree 60 40 54 56 66 80 62
Makes me feel uncomfortable Nett disagree 13 22 13 14 10 2 18

Makes me more likely to try to quit Nett agree 58 42 52 54 58 66 70
Makes me more likely to try to quit Nett disagree 12 18 6 9 17 6 18

Taught me something new Net agree 40 43 42 33 39 37 46
Taught me something new Net disagree 26 31 20 22 26 29 29
Base All respondents n301
43
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
Total Male Female Metro Rural Daily smokers Occasional smokers
           
Makes me stop and think Nett agree 70 64 75 69 72 72 54
Makes me stop and think Nett disagree 9 12 6 9 9 9 9
       
Makes me feel uncomfortable Nett agree 60 51 69 59 62 62 46
Makes me feel uncomfortable Nett disagree 13 20 7 14 12 10 9

Makes me more likely to try to quit Nett agree 58 51 64 57 59 60 40
Makes me more likely to try to quit Nett disagree 12 16 8 13 12 14 /

Taught me something new Net agree 40 36 43 45 31 40 37
Taught me something new Net disagree 26 23 29 23 30 28 11
Occasional smokers weekly / less than weekly
smokers
Base All respondents n301
44
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
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65 yrs
             
Is believable Nett agree 83 71 85 81 82 87 88
Is believable Nett disagree 4 2 3 3 5 / 8
             
Is relevant to me Nett agree 71 56 72 74 64 72 83
Is relevant to me Nett disagree 8 12 3 7 9 8 9

Makes me feel more concerned about smoking Nett agree 68 62 65 65 67 78 74
Makes me feel more concerned about smoking Nett disagree 11 17 8 9 15 8 13

Is an effective anti-smoking ad Net agree 68 53 71 64 62 82 75
Is an effective anti-smoking ad Net disagree 7 18 4 10 7 2 5
Base All respondents n301
45
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
Total Male Female Metro Rural Daily smokers Occasional smokers
           
Is believable Nett agree 83 77 88 84 81 84 74
Is believable Nett disagree 4 3 4 3 5 4 /
       
Is relevant to me Nett agree 71 68 74 71 72 73 54
Is relevant to me Nett disagree 8 11 5 6 10 8 3

Makes me feel more concerned about smoking Nett agree 68 60 76 68 68 70 51
Makes me feel more concerned about smoking Nett disagree 11 17 7 13 9 12 11

Is an effective anti-smoking ad Net agree 68 65 71 67 70 71 43
Is an effective anti-smoking ad Net disagree 7 10 5 8 6 8 6
Occasional smokers weekly / less than weekly
smokers
Base All respondents n301
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).

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

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 n301
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
Total
Gender
Location
Frequency of smoking
Base All respondents n301
51
Efficacy Lung by Age
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
Age
Total
Base All respondents n301
52
Efficacy Sponge by Gender Location
Q4 B. 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
Total
Location
Frequency of smoking
Base All respondents n301
53
Efficacy Sponge by Age
Q4 B. 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
Age
Total
Base All respondents n301
54
Efficacy Morten by Gender Location
Q4 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
Total
Gender
Location
Frequency of smoking
Base All respondents n301
55
Efficacy Morten by Age
Q4 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
Age
Total
Base All respondents n301
56
(No Transcript)