Commentary on Sims etal. (2014) and Langley etal. (2014): Mass media campaigns require adequate and sustained funding to change population health behaviours

摘要

Highly successful commercial brands understand that consistent ongoing bursts of advertising are necessary for maintaining brand awareness and sales [1]. Public health campaigns are rarely funded at the levels of commercial advertisers, yet the extent of campaign exposure while on air and the lack of an ongoing campaign presence (campaign duration) are rarely examined as determinants of campaign success or failure [2], Research examining anti-smoking campaign intensity and duration has been vastly outweighed by research focusing on advertising content and style [3], perhaps because advertisement message attributes are more amenable to experimental study and/or more theoretically interesting to behavioural scientists, communication scholars and marketing researchers.