title: Gauging the effects of mass media policies: what do we need to know?
abstract: This article explores the components of an effective mass media policy and the role of mass media campaigns as part of a comprehensive set of tobacco control strategies. First, the main findings of the empirical literature are briefly reviewed. Then a framework for understanding mass media policies is developed showing the influence of concurrent tobacco control policies and the interrelationship between the two. A model will be presented that draws on concepts and research from the advertising and marketing literature, as well as from public health studies. A discussion of limitations of the extant literature and issues that warrant further examination will conclude.
authors.affiliation: Department of Economics, University of Baltimore, Maryland, USA.
authors.forename: D T
authors.initials: DT
authors.lastname: Levy
authors.forename: K
authors.initials: K
authors.lastname: Friend
mesh_terms: D000329:Advertising; D001294:Attitude to Health; D006266:Health Education / Q000458:organization & administration*; D007722:Health Knowledge, Attitudes, Practice; D006291:Health Policy; D006801:Humans; D008389:Marketing of Health Services; D008402:Mass Media; D020380:Needs Assessment / Q000458:organization & administration*; D015397:Program Evaluation / Q000379:methods*; D000074606:Smoking Prevention; D014481:United States