Background
Methods
Variables
Variables | Description | Question One | Question Two |
---|---|---|---|
Dependent Variables | |||
Quitline call volume | Natural log of the number of weekly calls to the quitline toll-free number as recorded in telephone service call records | X | X |
Web program registrations | Natural log of the number of weekly online registrations for the web cessation program | X | X |
Independent Variables | |||
Television and radio TRPs | Sum of weekly TRPs for television and radio cessation ads, secondhand smoke ads, and smoke-free law ads | X | |
Cessation TV campaign | A binary variable for each week indicating if there was television advertising for the cessation campaign | X | |
Cessation print campaign | A binary variable for each week indicating if there was print advertising for the cessation campaign | X | |
Cessation radio campaign | A binary variable for each week indicating if there was radio advertising for the cessation campaign | X | |
Cessation online campaign | A binary variable for each week indicating if there was online advertising for the cessation campaign | X | |
Cessation out-of-home campaign | A binary variable for each week indicating if there was out-of-home advertising for the cessation campaign | X | |
Cessation other campaign | A binary variable for each week indicating if there was other advertising for the cessation campaign | X | |
Secondhand smoke TV campaign | A binary variable for each week indicating if there was TV advertising for the secondhand smoke campaign | X | |
Secondhand smoke print campaign | A binary variable for each week indicating if there was print advertising for the secondhand smoke campaign | X | |
Secondhand smoke radio campaign | A binary variable for each week indicating if there was radio advertising for the secondhand smoke campaign | X | |
Secondhand smoke online campaign | A binary variable for each week indicating if there was online advertising for the secondhand smoke campaign | X | |
Secondhand smoke out-of-home campaign | A binary variable for each week indicating if there was out-of-home advertising for the secondhand smoke campaign | X | |
Secondhand smoke other campaign | A binary variable for each week indicating if there was other advertising for the secondhand smoke campaign | X | |
Smoke-free law TV campaign | A binary variable for each week indicating if there was TV advertising for the smoke-free law campaign | X | |
Smoke-free law restroom campaign | A binary variable for each week indicating if there was restroom advertising for the smoke-free law campaign | X | |
Smoke-free law radio campaign | A binary variable for each week indicating if there was radio advertising for the smoke-free law campaign | X | |
Covariates | |||
Week | Week number; included to account for the linear trend in the data | X | X |
Previous week's call volume | A one week lag of the natural log of number of calls; included to account for week-to-week correlation in the residuals | X | X |
Previous week's web registrations | A one week lag of the natural log of number of web registrants; included to account for week-to-week correlation in the residuals | X | X |
Gas Price | Four-week moving average of gas price; included as a measure of economic stress | X | X |
Health Impact Fee | 75 cents increase in the cost of cigarettes (August 1, 2005); a binary variable coded 1 the week of 7/31/2005 (Peter Jenning's death coincides with Health Impact Fee) | X | X |
Quit To Live | ABC News month long special Quitting to Live: Fighting Lung Cancer - promotes 1-800-QUIT-NOW; a binary variable coded 1 the weeks of 10/30/2005 through 11/27/2005 | X | X |
Big Butt Billboard | Big Butt spectacular billboard launches; a binary variable coded 1 the weeks of 11/27/2005 through 12/25/2005 | X | X |
Freedom To Breathe legislative session | Freedom to Breathe (statewide smoke free law) legislation session debates (Nov. 2006 - June 2007); a binary variable coded 1 the weeks of 10/29/2006 through 6/24/2007 | X | X |
Freedom To Breathe Law | Freedom to Breathe signed into law (May 16, 07); a binary variable coded 1 the week of 5/13/2007 | X | X |
Age Progression Software | Launched age-progression software a binary variable coded 1 the week of 06/24/2007 | X | X |
Freedom To Breathe Implementation | Freedom to Breathe implements (October 1, 2007); a binary variable coded 1 the week of 9/30/2007 | X | X |
Great American Smokeout | Great American Smokeout (third Thursday of November - every year); a binary variable coded 1 the weeks of 11/13/2005, 11/12/2006, and 11/11/2007 | X | X |
New Year's Resolutions | New Year resolution; a binary variable coded 1 the weeks of 1/1/2006, 12/31/2006, and 12/30/2007 | X | X |
Minnesota State Fair Booth | QUITPLAN Services booth at the Minnesota State Fair; a binary variable coded 1 the weeks of 8/21/05-9/4/05, 8/20/06-9/3/06, and 8/19/07-9/2/07 | X | X |
Statistical modeling
Results
Question one: television and radio TRPs and quitline calls and web registrations
Variable | Quitline Call Volume | Web Program Registrants | ||||
---|---|---|---|---|---|---|
Standardized Beta | Partial Eta2
| Sign. | Standardized Beta | Partial Eta2
| Sign. | |
Week (linear trend in data) | -0.24 | 0.04 | ** | -- | -- | ns |
Gas Price (proxy for economic stress) | -0.31 | 0.07 | ** | -0.39 | 0.12 | *** |
Statewide Smoke-Free Law - Legislative Session | -- | -- | ns | -- | -- | ns |
Great American Smokeout | 0.14 | 0.03 | * | 0.18 | 0.05 | ** |
New Year's Resolutions | -- | -- | ns | 0.30 | 0.14 | *** |
TV/Radio Weekly Broadcast TRPs | 0.20 | 0.06 | ** | 0.28 | 0.12 | *** |
Question two: media campaigns and types and quitline calls and web registrations
Variable | Quitline Call Volume | Web Program Registrations | ||||
---|---|---|---|---|---|---|
Standardized Beta | Partial Eta2
| Sign. | Standardized Beta | Partial Eta2
| Sign. | |
Week (linear trend in data) | -0.30 | 0.03 | ** | -0.29 | 0.05 | ** |
Gas Price (proxy for economic stress) | -- | -- | ns | -0.31 | 0.15 | *** |
Previous week's call volume | 0.39 | 0.14 | *** | -- | -- | ns |
Previous week's web registration level | 0.24 | 0.06 | ** | 0.37 | 0.22 | *** |
Health Impact Fee (75 cent per pack fee added 8/1/05) | -- | -- | ns | 0.15 | 0.08 | ** |
Great American Smokeout | -- | -- | ns | 0.18 | 0.11 | *** |
New Year's Resolutions | 0.11 | 0.03 | * | 0.27 | 0.22 | *** |
Minnesota State Fair Booth | -- | -- | ns | 0.15 | 0.07 | ** |
Print - Secondhand Smoke Campaign | 0.20 | 0.04 | ** | -- | -- | ns |
Radio - Secondhand Smoke Campaign | -- | -- | ns | -0.18 | 0.07 | ** |
Radio - Smoke-free Law Campaign | -- | -- | ns | 0.23 | 0.15 | *** |
Radio - Cessation Campaign | -- | -- | ns | 0.09 | 0.02 | * |
TV - Cessation Campaign | -- | -- | ns | 0.33 | 0.25 | *** |
Online - Cessation Campaign | 0.30 | 0.03 | ** | -- | -- | ns |