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Pre-testing of Anti-tobacco ads. Prepared for: Cancer Institute NSW. Client contacts: Donna Perez, Trish Cotter. TNS consultants: Laurette Douglas, Sandra Eichhorn. J26411: 12 September 2007. Contents. Research Objectives Methodology and Sample Demographics Main Message Primary Recall - PowerPoint PPT Presentation
Citation preview
Prepared for: Cancer Institute NSW
TNS consultants: Laurette Douglas, Sandra Eichhorn
J26411: 12 September 2007
Client contacts: Donna Perez, Trish Cotter
Pre-testing ofAnti-tobacco ads
2
Contents
Research Objectives
Methodology and Sample
Demographics
Main Message
Primary Recall
Calls to Action
Efficacy
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
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
n=301 Online Surveys
49% male respondents 51% female respondents
63% metropolitan NSW respondents 37% regional/rural NSW respondents
Research Design – Sample Frame
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’.
Demographics
10
Demographics
7%
88%
5%
Daily At least weekly (not daily) Less often than weekly
S1. How often do you now smoke cigarettes, pipes or other tobacco products?
Base: All respondents n=301
11
S2. How old are you at the moment?
Demographics
18%
14%
18%18%
12%
20%18 - 24 years
25 - 34 years
35 - 44 years
45 - 54 years
55 - 64 years
65+ years
Base: All respondents n=301
12
S3. Please indicate your gender?
Demographics
51%
49%
Male Female
Base: All respondents n=301
13
S4. What is your postcode?
Demographics
37%63%
Metro Rural
Base: All respondents n=301
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
Lung Sponge Morten
All smokers can get lung cancer/ damages your lungs
25% 18% /
Stop smoking 21% 14% 18%
Don’t smoke 21% 10% 8%
Smoking is bad for your health 15% 21% 18%
You can’t breath easily/smoking makes it hard to breath
11% / 23%
Smoking kills you 8% 3% 5%
Smoking causes lung cancer 6% 5% 5%
Q1A/B/C. What is the MAIN point that this ad is trying to make?
Consistent responses in terms of main messages across all TV ads.
Main MessageSummary
Base: All respondents n=301
17Base: All respondents n=301
Q1A. What is the MAIN point that this ad is trying to make?
Main Message Lung
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
18Base: All respondents n=301
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.
Main Message Sponge
19Base: All respondents n=301
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.
Main Message Morten
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)Nett image related 30%Images of cancer 13%Pictures of the lungs/inside inspection of lungs 8%Graphic/gory pictures/graphic images 5%Pictures (nfi) 2%Doctors face 2%Medical procedures/images 1%Nett sound related 27%Breathing/sound of breathing 12%Whistling noise 6%Wheezing 5%The sounds 4%The voice 2%Nett cancer consequences based on smoking 24%Growth/cancer on the lungs 10%Lung cancer 6%Smoking can cause lung cancer 3%Smoking can cause cancer 2%Cancer in the airways/blocked airways 2%Cancer blocking the arteries 1%Nett hard to breath related 11%Hard to breathe/breathing difficulties 9%No smoker can breathe easy 2%Nett other consequences based on smoking 5%Smoking kills 2%Growth in the tubes 1%Lumps on the throat 1%Smoking harms your health 1%Nett Other 15%Other 7%Unable to operate/too late to operate 5%Can relate to it/looks/sounds like me 2%Stop/quit now 1%Don't know 3%
Base: All respondents n=301
23
Primary Recall – Lung
13%12%
10%9%
8%6% 6%
5% 5% 5%4%
7%
3%
Imag
es o
f can
cer
Breat
hing/
sound o
f bre
athin
g
Gro
wth/c
ance
r on th
e lu
ngs
Hard to
bre
athe
/bre
athin
g diff
iculti
es
Pictu
res
of th
e lungs/
insi
de in
spec
tion
..
Lung c
ance
r
Whis
tling n
oise
Gra
phic/
gory
pic
ture
s/gra
phic
imag
es
Whee
zing
Unable
to o
perat
e/to
o la
te to
oper
ate
The so
unds
Oth
er
Don't k
now
The top 3 issues are significantly more memorable among those aged 65+ years and the top 2 issues are more memorable among females.
Q2A. What sticks in your mind about this ad, or what do you remember most about this ad?
Base: All respondents n=301
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
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%
Calls to Action Summary – rank by Nett agree
Base: All respondents n=301
27
0%
10%
20%
30%
40%
Lung Sponge Morten
The ad makes me stop and think
The ad makes me feel uncomfortable
The ad makes me more likely to try to quit
The ad taught me something newThe ad is believableThe ad is relevant to me
The ad makes me feel more concerned about smoking
The ad is an effective anti-smoking ad
Calls to Action Summary – Strongly Agree
Base: All respondents n=301
28
30%
40%
50%
60%
70%
80%
90%
Lung Sponge Morten
The ad makes me stop and think
The ad makes me feel uncomfortable
The ad makes me more likely to try to quit
The ad taught me something newThe ad is believableThe ad is relevant to me
The ad makes me feel more concerned about smoking
The ad is an effective anti-smoking ad
Calls to Action Summary – Nett Agree
Base: All respondents n=301
29
119 4 5 7 10
20
7
2018
2216
1824
30
49
3241
37 4643
38
2737
34 33 31 29 28 2212
5433442 43
22212 1 2
0%
20%
40%
60%
80%
100%
Is believable Makes me feeluncomfortable
Is an effective anti-smoking ad
Makes me feelmore concernedabout smoking
Is relevant to me Makes me stopand think
Makes me morelikely to try to quit
Taught mesomething new%
Strongly disagree Disagree Neither
Agree Strongly agree Don't Know/Not Sure
86 66 73 68 75 71% Nett Agree
Base: All respondents n=301
60 39
Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Calls to Action – LungTotal – rank by strongly agree
30
Calls to Action – Lungby Age
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs
Makes me stop and thinkNett agree 71 63 70 73 72 60 83
Nett disagree 10 12 6 8 12 11 12
Makes me feel uncomfortable
Nett agree 66 55 67 65 68 69 70
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
Nett disagree 14 13 10 12 15 13 21
Taught me something newNet agree 39 43 46 38 37 41 30
Net disagree 31 31 29 28 28 27 45
Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total AgeStatement 1-4
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
31
Calls to Action – Lung by Gender, Location, Frequency of smoking
Total Male Female Metro Rural Daily smokers Occasional smokers*
Makes me stop and thinkNett agree 71 68 74 70 72 70 74
Nett disagree 10 10 11 10 11 11 9
Makes me feel uncomfortableNett agree 66 60 71 64 69 66 66
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
Nett disagree 14 15 13 12 18 15 6
Taught me something newNet agree 39 40 38 41 34 39 40
Net disagree 31 29 34 26 40 33 17
Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total Gender Location Frequency of smokingStatement 1-4
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
*Occasional smokers = weekly / less than weekly smokers
32
Calls to Action – Lung by Age
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs
Is believableNett agree 86 75 94 87 81 83 92
Nett disagree 5 5 3 3 3 7 8
Is relevant to meNett agree 75 65 68 79 72 67 96
Nett disagree 6 14 6 7 6 8
Makes me feel more concerned about
smoking
Nett agree 68 57 72 69 73 61 70
Nett disagree 9 13 11 8 9 9 5
Is an effective anti-smoking ad
Net agree 73 65 71 66 67 73 96
Net disagree 8 13 8 8 16 2
Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total AgeStatement 5-8
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
33
Calls to Action – Lungby Gender, Location, Frequency of smoking
Total Male Female Metro Rural Daily smokers Occasional smokers*
Is believableNett agree 86 88 85 86 87 87 80
Nett disagree 5 4 6 4 6 5 6
Is relevant to meNett agree 75 72 78 76 74 77 60
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
Nett disagree 9 11 7 10 7 9 9
Is an effective anti-smoking ad
Net agree 73 71 75 72 77 74 69
Net disagree 8 9 6 9 6 4 6
Q3A. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total Gender Location Frequency of smokingStatement 5-8
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
*Occasional smokers = weekly / less than weekly smokers
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
1010 6 5 6
48 13
2216 1915
1616
1821
2831 34 43 38 4639
32
23
38 35 34 34 31 30 2816
5425344
1111 1 1 2 1
0%
20%
40%
60%
80%
100%
Makes me feeluncomfortable
Makes me feelmore concernedabout smoking
Is believable Is an effective anti-smoking ad
Is relevant to me Makes me stopand think
Makes me morelikely to try to quit
Taught mesomething new%
Strongly disagree Disagree Neither Agree Strongly agree Don't Know/Not Sure
69 70 77 72 78 69% Nett Agree
Base: All respondents n=301
60 39
Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Calls to Action – SpongeTotal – rank by strongly agree
36
Calls to Action – Spongeby Age
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs
Makes me stop and thinkNett agree 69 60 73 70 67 69 75
Nett disagree 12 14 6 14 14 13 12
Makes me feel uncomfortable
Nett agree 69 59 69 71 64 77 75
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
Nett disagree 18 18 11 20 19 24 17
Taught me something newNet agree 39 54 47 30 42 33 29
Net disagree 33 24 25 34 30 29 49
Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total AgeStatement 1-4
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
37
Calls to Action – Spongeby Gender, Location, Frequency of smoking
Total Male Female Metro Rural Daily smokers Occasional smokers*
Makes me stop and thinkNett agree 69 67 72 70 68 68 77
Nett disagree 12 10 15 11 14 14 /
Makes me feel uncomfortableNett agree 69 63 75 71 66 69 71
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
Nett disagree 18 17 19 15 22 20 3
Taught me something newNet agree 39 36 41 44 29 37 51
Net disagree 33 28 37 25 46 36 9
Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total Gender Location Frequency of smokingStatement 1-4
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
*Occasional smokers = weekly / less than weekly smokers
38
Calls to Action – Sponge by Age
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs
Is believableNett agree 77 73 81 75 70 71 88
Nett disagree 7 11 2 5 14 6 8
Is relevant to meNett agree 78 63 85 83 69 70 88
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
Nett disagree 11 13 4 12 9 9 17
Is an effective anti-smoking ad
Net agree 72 72 73 71 63 73 79
Net disagree 11 8 8 13 16 8 12
Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total AgeStatement 5-8
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
39
Calls to Action – Spongeby Gender, Location, Frequency of smoking
Total Male Female Metro Rural Daily smokers Occasional smokers*
Is believableNett agree 77 77 76 77 77 77 74
Nett disagree 7 5 10 8 7 8 /
Is relevant to meNett agree 78 77 78 79 76 78 71
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
Nett disagree 11 11 10 9 13 12 3
Is an effective anti-smoking ad
Net agree 72 68 76 74 68 71 77
Net disagree 11 10 12 12 10 13 /
Q3B. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total Gender Location Frequency of smokingStatement 5-8
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
*Occasional smokers = weekly / less than weekly smokers
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
5 8 9 6 5 82122
13
1926
20 20
29
3436
5138
3244 46
33
24
32 31 30 28 26 25 2516
54334332 1
1113 1 1 1 1
0%
20%
40%
60%
80%
100%
Is an effective anti-smoking ad
Is believable Makes me feelmore concernedabout smoking
Makes me feeluncomfortable
Makes me stopand think
Is relevant to me Makes me morelikely to try to quit
Taught mesomething new%
Strongly disagree Disagree Neither Agree Strongly agree Don't Know/Not Sure
68 82 68 60 70 71% Nett Agree
Base: All respondents n=301
58 40
Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Calls to Action – MortenTotal – rank by Strongly agree
42
Calls to Action – Mortenby Age
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs
Makes me stop and thinkNett agree 70 45 68 69 70 76 87
Nett disagree 9 14 8 8 11 6 9
Makes me feel uncomfortable
Nett agree 60 40 54 56 66 80 62
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
Nett disagree 12 18 6 9 17 6 18
Taught me something newNet agree 40 43 42 33 39 37 46
Net disagree 26 31 20 22 26 29 29
Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total AgeStatement 1-4
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
43
Calls to Action – Mortenby Gender, Location, Frequency of smoking
Total Male Female Metro Rural Daily smokers Occasional smokers*
Makes me stop and thinkNett agree 70 64 75 69 72 72 54
Nett disagree 9 12 6 9 9 9 9
Makes me feel uncomfortableNett agree 60 51 69 59 62 62 46
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
Nett disagree 12 16 8 13 12 14 /
Taught me something newNet agree 40 36 43 45 31 40 37
Net disagree 26 23 29 23 30 28 11
Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total Gender Location Frequency of smokingStatement 1-4
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
*Occasional smokers = weekly / less than weekly smokers
44
Calls to Action – Morten by Age
Total 18 - 24 yrs 25 - 34 yrs 35 - 44 yrs 45 - 54 yrs 55 - 64 yrs 65+ yrs
Is believableNett agree 83 71 85 81 82 87 88
Nett disagree 4 2 3 3 5 / 8
Is relevant to meNett agree 71 56 72 74 64 72 83
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
Nett disagree 11 17 8 9 15 8 13
Is an effective anti-smoking ad
Net agree 68 53 71 64 62 82 75
Net disagree 7 18 4 10 7 2 5
Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total AgeStatement 5-8
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
45
Calls to Action – Mortenby Gender, Location, Frequency of smoking
Total Male Female Metro Rural Daily smokers Occasional smokers*
Is believableNett agree 83 77 88 84 81 84 74
Nett disagree 4 3 4 3 5 4 /
Is relevant to meNett agree 71 68 74 71 72 73 54
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
Nett disagree 11 17 7 13 9 12 11
Is an effective anti-smoking ad
Net agree 68 65 71 67 70 71 43
Net disagree 7 10 5 8 6 8 6
Q3C. Thinking about this ad, tick the circle that best shows your response to each of the following statements: This ad…
Base: All respondents n=301
Total Gender Location Frequency of smokingStatement 5-8
Denotes that a result is significantly higher within a subgroupDenotes that a result is significantly lower within a subgroup
*Occasional smokers = weekly / less than weekly smokers
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%).
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
2
2
3
2
3
1
2
1
2
3
3
3
4
13
17
17
15
17
16
14
14
21
20
17
9
14
13
11
11
11
12 17
0 Not at all effective 1 2 3 4 5 Neither 6 7 8 9 10 Very effective
Base: All respondents n=301
57% Nett effective (7-10)
59% Nett effective (7-10)
55% Nett effective (7-10)
7% Nett ineffective (0-3)
9% Nett ineffective (0-3)
8% Nett ineffective (0-3)
37% Neither (4-6)
31% Neither (4-6)
39% Neither (4-6)
Lung
Sponge
Morten
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:
50
7 7 7 6 6 7 3
38 36 39 38 36 39
26
57 58 55 56 58 54
71
0
20
40
60
80
100
Total Male Female Metro Rural Daily Occasional
%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)
Base: All respondents n=301
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
Efficacy – Lung by Gender & Location
Frequency of smoking
51
7 3 7 12 122
38 4933
4130
34 42
57 4861
4858 65 58
0
20
40
60
80
100
Total 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65+ years
%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)
Base: All respondents n=301
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 Age
Efficacy – Lung by Age
52
10 9 9 9 11 113
3125
3627
3731
31
5966
5463
52 5969
0
20
40
60
80
100
Total Male Female Metro Rural Daily Ocassional
%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)
Base: All respondents n=301
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:
Total Gender Location
Efficacy – Sponge by Gender & Location
Frequency of smoking
53
10 11 713 14
5 8
31 28 4138
26
2525
59 6252 49
6071 67
0
20
40
60
80
100
Total 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65+ years
%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)
Base: All respondents n=301
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:
Total Age
Efficacy – Sponge by Age
54
8 115 8 8 8 3
37 3539 38 35 33
66
55 53 57 54 58 59
29
0
20
40
60
80
100
Total Male Female Metro Rural Daily Occasional
%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)
Base: All respondents n=301
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
Efficacy – Morten by Gender & Location
Frequency of smoking
55
8 10 8 9 9 9
3746 48 48
35
2420
5544 45 43
55
76 71
0
20
40
60
80
100
Total 18 - 24 years 25 - 34 years 35 - 44 years 45 - 54 years 55 - 64 years 65+ years
%Nett Ineffective (0-3) Neither (4-6) Nett Effective (7-10)
Base: All respondents n=301
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 Age
Efficacy – Morten by Age