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首页> 外文期刊>Journal of public health management and practice: JPHMP >Media Flight Schedules and Seasonality in Relation to Quitline Call Volume
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Media Flight Schedules and Seasonality in Relation to Quitline Call Volume

机译：媒体航班时间表和季节性与Quitline Call卷有关

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Context: Given the high profile, cost, and vulnerability to budget cuts of mass-reach health education campaigns, researchers have cited the need for media buying strategies. Objective: The objective of the current study is to fill a gap in the literature by comparing the impact of media flight schedule types in relation to tobacco quitline call volume. Design: The retrospective study was designed to determine whether type of media flight schedule (eg, flighting, continuous, pulsing) impacted number of calls to the Maine Tobacco Helpline, while accounting for number of gross rating points (GRPs), seasonality, holidays, and other factors. Setting: Maine has 3 designated market areas (DMAs): Portland/Auburn, Bangor, and Presque Isle. Main Outcome Measures: Daily call volume was matched with weekly GRPs. Methods: A negative binomial regression model was created to examine the relationship among media flight schedules, number of GRPs, and call volume. Gross rating points reflect national networks and local cable TV media buys. A second model examined the association between GRP dose levels and call volume. Results: The number of GRPs was a significant predictor of call volume ( P < .001). Weekly number of GRPs within a media flight schedule was the most important indicator for potential effectiveness. Weekly low-dose GRPs were not effective in increasing calls, indicating a minimum threshold. For every 250 GRPs, 29% (or 73) more calls per week were attributed to the media campaigns ( P < .001). Weekly quitline call volume was 21% (or 53 calls) lower during the weeks of Christmas, US Thanksgiving, and US Independence Day. Conclusion: Type of media flight schedule should be considered in the context of purchasing sufficient weekly, as well as quarterly, rating points to increase tobacco quitline call volume. In addition, our study is the first to quantify and report on lower tobacco quitline call volume during several US holidays.
机译：背景：鉴于大规模达到健康教育活动的预算削减的高调，成本和脆弱性，研究人员引用了对媒体购买策略的需求。目的：目前研究的目的是通过比较媒体飞行计划类型与烟草Quitline呼叫量相关的影响来填补文献的差距。设计：旨在旨在确定媒体飞行时间表（例如，飞行，连续，脉冲）是否影响缅因州烟草助理的呼叫数量的类型，同时占总额定点数（GRP），季节性，假期的数量，和其他因素。环境：缅因州有3个指定的市场区域（DMA）：波特兰/奥本，班戈和Presque isle。主要观察措施：每日呼叫量与每周GLP匹配。方法：创建了负二项式回归模型，以检查媒体航班时间表，GRP数量和呼叫量之间的关系。总评级点反映了国家网络和当地有线电视媒体。第二种模型检查了GRP剂量水平与呼叫量之间的关联。结果：GRP的数量是呼叫量的重要预测因子（P <.001）。媒体航班计划内的每周GRP是最重要的指标，以获得潜在的效率。每周低剂量GRP在增加呼叫时无效，表明最小阈值。对于每250只GRP，29％（或73）每周拨打更多电话归因于媒体运动（P <.001）。每周Quitline呼叫卷是在圣诞节，美国感恩节和美国独立日的周数下降了21％（或53个电话）。结论：媒体航班时刻表应在每周购买足够的背景下，以及季度评级点增加烟草Quitline呼叫量。此外，我们的研究是第一个在若干美国假期期间量化和报告较低的烟草Quitline呼叫量。

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