Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

Vanessa Allom; Michelle Jongenelis; Terry Slevin; Stacey Keightley; Fiona Phillips; Sarah Beasley; Simone Pettigrew

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Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

机译：比较通过电视和在线媒体的各种组合进行的活动的成本效果

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BackgroundReflecting the increasing prevalence of online media, many mass media health campaigns are now delivered using both television (TV) and online media formats. The aim of this study was to evaluate a smoking cessation mass media campaign according to the cost-effectiveness of the various combinations of TV and online media formats to inform future media buying decisions.

机译：背景技术由于反映了在线媒体的日益普及，现在已经使用电视（TV）和在线媒体格式开展了许多大众媒体健康运动。这项研究的目的是根据电视和在线媒体格式的各种组合的成本效益来评估戒烟大众媒体运动，以为将来的媒体购买决策提供依据。

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《Frontiers in Public Health》 |2018年第1期|共页
作者
Vanessa Allom; Michelle Jongenelis; Terry Slevin; Stacey Keightley; Fiona Phillips; Sarah Beasley; Simone Pettigrew;
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中图分类个人卫生;
关键词
smoking cessationcost-effectivenessmass mediapublic healthdigital mediatelevision;

机译：戒烟成本效益大众传媒公共卫生数字媒体;

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2. Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online [J] . Bellman Steven, Beal Virginia, Wooley Brooke, Journal of Business Research . 2020,第Nova期

机译：将时间视为跨媒体度量：比较电视和在线视频广告的观看时间
3. Cost-Effectiveness Analysis of a Television Campaign to Promote Seasonal Influenza Vaccination Among the Elderly [J] . Kim Minchul, Yoo Byung-Kwang Value in health: the journal of the International Society for Pharmacoeconomics and Outcomes Research . 2015,第5期

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4. Delivering related web content synchronized to online television: The LinkedTV solution [C] . Lyndon J. B. Nixon IEEE International Conference on Consumer Electronics - Berlin . 2015

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5. Cost-effectiveness of instructional delivery platforms: Comparing classroom, satellite, and online education (Mexico). [D] . Bakia, Marianne F. 2004

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6. Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media [O] . Vanessa Allom, Michelle Jongenelis, Terry Slevin, 2018

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8. Measuring and Comparing the Cost-Effectiveness of EPA Regulatory Efforts to Control Toxics-Related Health Risks. Volume II: Cost-Effectiveness Analysis of EPA Intermedia Priority Pollutants [R] . 1981

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Comparing the Cost-Effectiveness of Campaigns Delivered via Various Combinations of Television and Online Media

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